The Joy of (Promotional) Cooking

JAR OPENERS
What Makes Them Good: Besides an obviously high utility, pot holders often have a wide, clear imprint area.
A Recipe for Success: "A local bakery attended a large holiday craft fair, hosted by several churches in the region," said Sarah Sumner, program coordinator for Bay State Specialty Company, Lakeville, Mass. "The bakery gave out a pot holder with each of their baked breads, cookies and cakes that were sold at the craft fair. On the pot holder, the company printed, 'From our Hands to Yours,' with the bakery logo and contact information," she explained. "The holders were also given to the local food banks and churches that took part in the fundraising," she said.

COOKIE CUTTERS
What Makes Them Good: They're family-oriented. Many kitchen promotions are used over and over again in the act of cooking, but few intertwine themselves into family bonding and holiday memories as well as cookie cutters. "With cookie-making, it's not about the end-product, it's about the journey," said Ben Clark, vice president and general manager of Ann Clark Ltd., Rutland, Vt. He explained that the experience and emotional connection created from parents and children baking together can make a stronger marketing impact, since it's such a sincere and valued experience.
A Recipe for Success: "Heritage Family credit union did a three-piece gift set," said Clark. "They gave it out every time someone did a mortgage," he explained. Clark stated that the idea of the promotion was that the cookie cutters would make enough impact on new home owners that they'd remember them three or four years later when they were looking to move or refinance their mortgage.