By Craig Zammit
SYDNEY: HWI Electrical will launch its Breville and Kambrook Mother’s Day promotion by teaming up with Darrell Lea as well as giving a free card and wrapping paper with any Breville product sold in the lead up to Mother’s Day, regardless of the price point.
Mums will also automatically go into the draw to receive one of three iKon Kitchens including the award-winning BES400 espresso machine, the new Kinetix Blender, as well as a grill, toaster, juicer and kettle.
Specifically designed point-of-sale material will be distributed to support the promotion including easy to set-up pieces which can be used for shelf ends or product stacks.
“We are very excited to be able to support all categories with a very useful gift with purchase promotion,” said HWI trade promotions manager, Katerina Kassabalis.
“Our creative POS, featuring the slogan ‘Breville Loves Mothers’ within a ‘Mother tattoo’ icon is designed to create impact and break away from the traditional Mother’s Day imagery,” said Kassabalis.
For the first time ever, Kambrook will also be running a Mother’s Day promotion across its entire range. Consumers who spend $100 or more on any combination of Kambrook products will receive 20 free DVD rentals valued at $59.95 from BigPond Movies.
A look-a-like of the movie-star Marilyn Monroe will be used to grab the attention of consumers at the point-of-sale to support the promotion.
“By adding over 50 per cent value to the purchase price, we believe this Kambrook promotion will set us apart from competitors and be extremely popular with consumers,” Kassabalis said.
To extend Mother’s Day sales and drive consumers in-store, Breville will also partner with Darrell Lea by giving discount vouchers with every purchase of the Darrell Lea Mum.E.Bag, which will allow for $30 off any Breville purchase over $99. The Mum.E.Bag includes lollies and chocolates and retails for $25.