Lantmännen wanted to create something that made both stores and customers stop and take notice. Through a Send a Gift campaign linked to Waffle Day, consumers could swish a waffle mix to someone they care about – a simple way both to surprise and to attract more visits to the store.
"Relationship building is extremely important in my role as a sales rep. It's the relationship with the store that is the foundation of all sales," says Johan Longard, District Manager and sales rep at Lantmännen.
For Waffle Day on 25 March, Lantmännen wanted to do something out of the ordinary – a campaign that both stores and customers would notice.
Using Clearon's Send a Gift service, consumers could send a digital gift – a waffle mix – to someone they care about, with QR codes that made it easy to take part both in store and digitally.
"It was great fun to show this campaign to my stores because it's something new and different, out of the ordinary," says Johan. "I even swished a waffle mix to a store's grocery manager to show how easy it is."
"This type of digital activity is a really good complement to the printed coupons," says Sara Levin, Market Experience Manager at Lantmännen.
"It draws customers into the store, and once they're there to redeem their gift, they often buy something more than just the product they received a digital gift voucher for," says Sara.
The campaign built on earlier digital activations from Lantmännen, including a gingerbread campaign at Christmas, and shows how recurring digital surprises can strengthen both customer relationships and store partnerships over time.
A campaign that the sales reps could demonstrate on the spot themselves made it easy to spark curiosity among store staff.
By combining digital gifts with printed coupons, Lantmännen reached both those who already shop in store and those who discover the offer digitally.
Customers who came in to redeem their gift often bought more, making the campaign profitable beyond the original product.
