CASE STUDY: Lyons Tea and Marian Keys on pack promotion

Provided by Penguin Random House
Penguin Partnerships create a bespoke promotion for Lyons Tea to encouraging lasting customer loyalty

What was the Challenge / Background of the Campaign?

Penguin Books is an iconic, globally recognisable and respected brand. Defined by our diversity and ambition, we continue to set the pace across the board. We were asked by Lyons Tea to build a campaign which would encourange brand loyalty amongst their target audience.

What was the Campaign Objective?

The objective of the campagaign was to build brand loyalty.

What was the Solution?

We worked with Lyons Tea on an onpack promotion with our best selling author Marian Keyes. We created a beautiful bespoke pack sized edition of Marian Keyes' cookbook Saved by Cake featuring special Lyons Tea recipes. It was sold as an added value exclusive gift on purchasing their 160 bag boxes in Dunnes Stores across Ireland.

What were the Results?

This was a lovely lasting promotion to reward loyal customers and gain a strong shelf presence amongst their competitors.

What were the Key Learnings of this Campaign?

We can call on our celebrated authors and brands to assist in creating the perfect gift, promotion, campaign, limited edition or whatever your brief demands.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
25 - 34
35 - 44
45 - 54
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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