By Matthew Henry
SYDNEY: Breville has announced a marketing blitz for its juicers this Christmas including cash back of up to $50 and an advertising campaign which the company claims will reach virtually half the population of Australia.
Breville, which claims to hold 80 per cent market share in the juicing category, said the total exposure for the campaign will be 10 million people based on advertising placements in high circulation weekend newspapers and lifestyle magazines, such as Australian Womens Weekly, Better Homes and Gardens, and the Good Weekend section of the Sydney Morning Herald and The Age newspapers.
The campaign promotes Breville’s offer of up to $50 cash back when consumers purchase one of the following juice extractors:
• $50 cash back for the 800JE Professional 800 Collection Juicer
• $30 cash back for the BJE510 Ikon Juicer
• $20 cash back for the BJE400 Juice Fountain Plus
“We have tailored the cash-back promotion by offering three juicer models, at various price points to encourage both first time and up-grade purchases,” said Breville brand director, James Robinson.
“The strong advertising presence should help drive consumers into store and we are expecting strong uptake of this offer.”
The promotion started at the beginning of December and will run until 31 January 2008, with all claims to be made by 18 February.