Promotional Foods and Holiday Cookie Giving Promos: Word of Mouth

By Nichole Stella

BEST-CASE SCENARIO

It’s easy to talk about customization combined with quality flavors, but execution is what matters. Here are a couple of great examples of how both Gifted Expressions and Mrs. Fields Gifts brought the “have it your way” mentality to corporate promotions.

Gifted Expressions Case Study: NBC

Purpose Of The Gift: Thanking NBC’s key advertisers for sponsoring the Winter Olympic Games.

Sheila Shechtman Explained: “Gifted Expressions bundled a beautiful 3-foot wooden ski, that was also designed as a hanging wall picture frame branded with both the Olympic [Games] logo and the NBC logo, and packed it out with all types of great snack foods that were appropriate for watching the Winter Games. The distributor provided a logoed fanny pack, binoculars and lip balm that we included. These gifts were sent to the office to achieve the greatest impact. That was our version of their gift basket request.”

Mrs. Fields Gifts Case Study: Hearing Aid Company

Purpose Of The Gift: A creative launch for a new product.

Cassie Alvey Explained: “A hearing aid company wanted a creative way to launch a new product to existing customers. They needed a way to get the customer’s attention and didn’t want to risk spending money on an ordinary brochure that could get tossed with the junk mail. We suggested they put their message in writing—on one of our frosted 12" Big Cookie Cakes in a customized box. It was definitely an extraordinary promotional tool in every way, plus it included all the additional marketing materials right inside the box. It was a memorable, successful promotion that their clients could literally sink their teeth into.”

On August 18, 2010 MediaPost.com reported, "The food-gift trend ... is expected to rise again in 2010. The article goes on to cite a report from Packaged Facts, a leading provider of market research for consumer goods, food and beverage, pet services, financial services and personal care markets, which states that "healthy growth across all food-gifting channels will drive sales to more than $21 billion by 2014."

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Nichole Stella Author's page Nichole Stella is group president/publishing director of Promo Marketing Media Group, which consists of Print+Promo, Promo Marketing and NonProfitPro.