Yogurt brand Yeo Valley has launched an extensive points-based loyalty scheme, with unique coded lids from Clondalkin Flexible Packaging.
The brainchild of Yeo Valley chairman Tim Mead, the scheme is currently running across the majority of its organic range – and is the largest consumer promotion the brand has ever launched, made possibly by Clondalkin’s innovative printing technology.
Clondalkin has printed a unique code number on the surface of most of the Yeo Valley brand lidded products, to ensure the printing ink does not contaminate the product. The code is covered by the design and is only revealed when the polyester lid is peeled back. Shoppers then enter these codes online to collect a virtual currency, called Yeokens, which can be exchanged for a host of different offers, including visits to Yeo Valley, days out around Britain, Yeo Valley merchandise and charity donations.
Yeo Valley marketing director Dan Rusga said: “We have worked with Clondalkin for many years and have always been impressed by their technical expertise, commitment to quality and willingness to either find, or create, innovative solutions to meet our requirements. The printing technology they have developed is enabling us to get closer to our customers and reward them for their loyalty. As a company we have made a long-term commitment to unique coding and are confident that it will reap rewards for our business.”
Clondalkin Flexible Packaging managing director John Chadwick added: “It is the first time this printing technology has been used in the UK dairy market. We initially developed the concept to cover a number of Yeo Valley promotions, including competitions to ‘win a Land Rover’, ‘win a camper van’ and ‘win a holiday of a lifetime’. Following this success, Yeo Valley approached us to help facilitate a brand new loyalty scheme across the product portfolio. We are delighted to have been involved in such an exciting campaign from the outset. We have already printed over 60m unique coded lids for Yeo Valley and we wish them every success with their latest initiative.”
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