Tropicana shares love of food with loyal consumers

Food lovers loyalty programme launched by Tropicana.

02 April 2009

Tropicana, the UK's No. 1 juice brand*, is set to drive fruitful retailer profits with the launch of its 'Food Lovers Loyalty Programme'. The exciting campaign offers consumers a vast selection of foodie experiences including; cookery courses, good food guides and the opportunity to dine out at over 700 top UK restaurants for as little as £10.

Communicated to consumers through on-pack promotions, direct mail and online the programme is set to drive sales across Tropicana's portfolio, by amplifying the brand's association with quality food and drink, at a time when consumers are increasingly demanding quality products that provide great value.

Ben Curtis, Marketing Manager, says; "The past year has been a continued success. Despite the current economic climate Tropicana has continued to outperform the not from concentrate category with sales growth of +12%** and a 29.3% market share. The 'Food Lovers Loyalty Programme' is a further extension of our premium positioning providing real quality and added value to our loyal consumers. We expect this campaign to drive incremental sales by encouraging consumers to extend their repertoire and experiment with different Tropicana products and purchase occasions.

The offer is available across all Tropicana Pure Premium and Tropicana Smoothie formats with consumers only requiring two promotional codes to participate. Retailers can capitalise on juicy profits by ensuring they stock a full range of these promotional flavours and varieties.

The 'Food Lovers Loyalty Programme' forms part of a considerable multi million pound marketing campaign which sees Tropicana linking up with Channel 4 in a media first partnership deal. The deal includes exclusive adverts for Tropicana Pure Premium, a branded microsite in association with Channel4.com/food and hospitality activity at Channel 4's Taste Festivals throughout June and July.

* All stats unless otherwise stated AC Nielsen 03.01.09
** AC Nielsen 29.11.08

Tagged: Tropicana