Bunge | Foodservice Marketing

Culinary Sweepstakes Giveaway Results

On 04.21.08, In Manufacturers, Sweepstakes, by Tiger

“It’s certainly a successful and very measurable promotion” writes Bill McCullough, Director of Marketing, Bunge Oils…

From: Bill McCullough
Sent: Tuesday, April 15, 2008 2:38 PM
Subject: Re: Thank you card

Please see the attached thank you card sent to Charlie and Newman. Chef Ortiz thanks the Bunge Chefs’ efforts entertaining our recent sweepstakes winners in Chicago. Thanks again for everyone’s help pulling off another successful Foodservice Rewards Promotion. One down and more to come!

As a quick update, we obtained 386 new customers via the “Culinary Sweepstakes” promotion (NCNT and ANT) and as of yesterday we have secured an additional 180 New customers (NCNT and PNFT) since March 1st who are attempting to qualify for our “NRA Cubs Game and Brunch Sweepstakes”.

That’s over 500 new customers this year all purchasing our premium frying oils! It’s certainly a successful and very measurable promotion. Keep in mind, we are only scratching the surface. Thanks again for all of you efforts! More to come…

Bill McCullough
Director of Marketing, Bunge Oils

Culinary Weekend Sweepstakes

On 02.07.08, In Promotions, Sweepstakes, by Tiger

Cleverly positioned as professional development, this Bunge sweepstakes…

Note the professional development positioning of Bunge’s successful “Win a Culinary Weekend” sweepstakes, which proved to be a strong motivator. The promotion generated:

376 first time buyers, and of those, 76 redeemed more than 40 cases each

18,011 incremental cases, with first time buyers claimed 9,433 of the cases

Next steps will be to feature the winner in the FSR ExtraPoints newsletter, similar to the positive PR generated around Nestle’s 20 millionth code redeemer.

Rate this promotion: 1 Star 2 Stars 3 Stars 4 Stars 5 Stars (3 votes, average: 5.00 out of 5) Loading ...

SMA Incentive program going gangbusters!

On 09.17.07, In Brokers, Promotions, by Tiger

The Sales and Marketing Agency Incentive has come to a close with positive results…

The pilot phase of the Sales and Marketing Agency Incentive has come to a close with positive results: Your brokered sales forces signed up hundreds of key account operators earning bonus Foodservice Rewards points funded by BI.

Here’s a presentation for use with Sales and Marketing Agencies or internal salespeople. Program Benefits include:

1) Identifying target accounts (your brokers know who they are)
2) Tracking activities to compare agency to agency effectiveness
3) Communicating product features and benefits to salespeople
4) Rewarding specific selling behaviors effectively

A big thank you to Advance, Bunge and Splenda for testing the program. Pricing and implementation details can be found here.

Can you change as fast as the market does?

On 01.11.07, In Promotions, by Tiger

New York’s trans-fat ban posed interesting problems for many brands, but not for Bunge who already knew who their affected operators were and launched this conversion initiative…

There are many benefits to knowing who your customers are – including the ability to rapidly respond to changing market conditions. In just three weeks from the date Manhattan banned trans-fats, Bunge launched a promotion to its customers of trans-fat products.

Communicated via the ExtraPoints newsletter and postcards versioned for buyers and non-buyers, this promotion allowed Bunge to offer street customers a compelling trial offer without the cost of an in-person sales call. (And it will just take a “click of a mouse” to replicate when other states follow suit.)

Wake Up To Rewards

On 08.17.06, In Banners, Landing Pages, Promotions, by Tiger

Remember, with Foodservice Rewards you can target by buyer/non-buyer, ownership type and sub-segment, making it worth investing, for example, $1-2 each to reach 500 non-buying self-op hospitals…

Consistently successful promotions integrate multiple media channels:

1) Banners on the website. Here are all the placement options available to you, contact your Coalition Manager to reserve one (hosting is free when you are running a concurrent points promotion).

2) Links to an explanatory landing page. Landing pages are not expensive to create when you supply the graphic elements and copy. Contact your Coalition Manager for a quote so you can feature multiple products, drive website registrations, invite operators to join a panel, view and submit recipes & more.

3) Send e-mail reminders to your key audience segments. Here are excellent examples from Bunge and Schwan’s.

4) Complement your efforts with print-on-demand mail. Not everyone can afford to send a 20 page magazine to their customer base, but everyone can afford to send a print-on-demand postcard, bi-fold or flyer to their best customer segments.

Remember, with Foodservice Rewards you can target by buyer/non-buyer, ownership type and sub-segment, making it worth investing, for example, $1-2 each to reach 500 non-buying self-op hospitals.

You know the drill: Contact your Coalition Manager (a.k.a. the “easy button” for a quote and turnkey promotion set up).

150 cooks, 3,000 meals per seating

On 09.26.05, In Operators, by Tiger

“I have 150 cooks serving 2,000 to 3,000 passengers per seating.” An examination of the ship’s stores revealed qualifying products from Bunge Oils, Barilla Pasta, Nestle Bases and Cocoa, and General Mills baking mixes…

“What a great program!” says Alfred Hauser, Executive Chef of Royal Caribbean’s Radiance of the Seas. “I have 150 cooks serving 2,000 to 3,000 passengers per seating.” An examination of the ship’s stores revealed qualifying products from Bunge Oils, Barilla Pasta, Nestle Bases and Cocoa, and General Mills baking mixes. Oh, and I gained 5 lbs. on the Alaskan cruise.

7% redemption

On 08.10.05, In Mail-In, Metrics, Reward Code Labels, by Tiger

Operators submit reward codes at three times the rate they do for rebates and coupons…

Every now and then I hear the objection: “It’s too hard to collect reward codes – operators won’t take the time.” However, operators submit three times as many reward codes as they do rebates (6.9% vs. 2%) and are now claiming over 1/2 a million cases a month – via the web!

Still, we could do better. That’s why we are testing an enhanced mail-in option for group feeders – it’s Rick Francis at Bunge’s idea, following the Netflix model: Just as each DVD is sent to you with a postage paid return envelope, we’ll process operator’s mailed-in codes and immediately send them another post-paid collection envelope.

Bobby Q’s: Operator testimonial

On 07.17.05, In Operators, by Tiger

“Right now I’m earning from Golden Dipt, Gold Medal Flour and Bunge Elite. The program helps me get rewards like the iPod Shuffle to recognize staff who are doing an outstanding job and keep them from jumping ship to my competitors…

“I love foodservice rewards” says owner Bob Lerose of Bobby Q’s in Westport, CT. “Right now I’m earning from Golden Dipt, Gold Medal Flour and Bunge Elite.

The program helps me get rewards like the iPod Shuffle to recognize staff who are doing an outstanding job and keep them from jumping ship to my competitors. Every day someone is trying to steal my wait staff and my payroll is high enough as it is. It’s funny how a one time gift of an electronic gadget can be more effective than a raise – which they seem to forget about the day after it is received.”

Foodservice Marketing

Culinary Sweepstakes Giveaway Results

Culinary Weekend Sweepstakes

SMA Incentive program going gangbusters!

Can you change as fast as the market does?

Wake Up To Rewards

150 cooks, 3,000 meals per seating

7% redemption

Bobby Q’s: Operator testimonial

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