Objective: To increase sales of Denny mushrooms and build a marketing database
750,000 x 10-page Denny booklets, containing recipes, nutritional information and an SMS competition, were inserted into Denny mushroom packs just before National Braai Day. Purchasers were invited to SMS the word ‘Denny” to 32271 to stand a chance to win one of 5 Weber braais.
- Sales grew by over 50% during the promotional period.
- There was a 7.8% response rate to the competition.