Sydney-based barbecue manufacturer, Everdure, told Appliance Retailer today that it will continue to pursue non-electrical retail channels for much of its promotional activity in 2007, with its most recent effort set to expose consumers to Everdure products while at the butcher’s shop.
Everdure has launched a promotion in partnership with the Meat & Livestock Association (MLA) for Australia Day in which it will give away nearly $24,000 worth of barbecues.
Dubbed the Australia Day Party, the promotion is themed as a mock election in which consumers are told to ‘vote lamb for a better barbie’ by filling out their details on a ‘ballot sheet’ to go into the ‘ballot box’ in order to win one of the 24 Everdure Norfolk barbecues valued at $999.
Everdure’s products will feature on point of sale material advertising the giveaway in butcher’s shops around the country in the lead up to Australia Day, which is considered peak season for lamb.
Everdure product development and marketing manager, Edgi Vega, said the butcher’s shop represents a new marketing frontier for the brand, and this cross-promotion with the MLA is a perfect fit for Everdure.
“It [the promotion] made sense – it is Australia Day and people are thinking about barbecuing, and particularly lamb. We wanted to go outside the normal channels and into an environment where people are thinking about barbecuing,” said Vega.
The promotion began on Monday and will run until February 15, 2007.
Vega hopes the ongoing partnership with the MLA, which began when the association agreed to supply the meat for Everdure’s cooking classes which commenced late last year, will help build brand equity and awareness and ultimately drive sales.
“That is the whole idea, and a lot more of the promotions we will be doing this year will be more like that – with food companies, rather than the normal channels,” said Vega.
Everdure will continue its promotional activities with Channel 9’s Temptation in which consumers can win a party for 10.
Vega also told Appliance Retailer that the brand will be launching new products for the 2007 summer barbecue season, and will announce details closer to the date.