Schwan’s home food delivery service is hoping to tempt 5,000 new customers with an offer to deliver free any product under $10.
A small sampling of its ice creams, meats, veggies, appetizers or other foods selected from its Web site or catalog is what the company hopes will feed consumer’s interest in becoming regular customers.
As an incentive to existing customers, those folks who get a neighbor to take advantage of the sampling program, which runs throughout October, will be rewarded with points they can redeem for food purchases. For Schwan’s, the hope is that customers will refer nearby neighbors, allowing Schwan’s to be more efficient in its deliveries.
The thinking is: “If people try it, they love it,” said Beau Fraser, managing director, The Gate Worldwide, the ad agency for Schwann that is running the promotion.
The tag line of the campaign: “Let’s Stick a Fork in the Recession” plays on the economic curve ball thrown at many Americans.
A series of print ads supporting the promotion are running this month in USA Today. Three ads, similar in look and feel, were developed. The one for sampling calls out: “Kids will try new foods if you bribe them. How about you?” A Schwan’s truck motors along the bottom of the ad. The ad for the referral program reads: “We’ll reward you for recommending us to your friends. Or your enemies, for that matter.”
A third ad picks up on high unemployment rates letting readers know that Schwan’s is hiring and where to search for jobs.
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