Pallas Foods (B2B)

Brief
Pallas Foods are a leading food and non-food products distributor in Ireland. Operating in a price sensitive market, they find conversations with customers predominately steering towards price discounts.

To reduce the focus on price discounting, Pallas required a strong loyalty programme which retained customers, made them feel rewarded and required a creative approach to disrupt the market and become self-funding.

Solution
"Relish Rewards – a little on the side" was introduced as a deliberate understatement. Unmissable creative juxtaposed Pallas products with real “Relish” Rewards, supported by lorry livery, magazine supplements, online advertising, direct mail, press coverage and email. In an uninspired market this cut through and grabbed the attention of customers and story hungry press alike.

Results
Within the first 3 months following launch, 80% of their most important customers signed which was 150% above target.

Significant sales increased across the top accounts with customers not only opting for higher value items, but also increasing the number of items per shop. The real stroke of genius – it is entirely self-funded.

Industry Recognition
The success of the campaign has been recognised by wining and being shortlisted for the following awards:
  • Gold: The Institute of Promotional Marketing Awards 2017, The Most Effective Incentive Programme
  • Gold: The Institute of Promotional Marketing Awards 2017, Consumer Loyalty and Retention
  • Bronze: European Integrated Marketing Communications Awards 2017, Consumer Loyalty
  • Bronze: European Integrated Marketing Communications Awards 2017, B2B
  • Highly Commended: The Loyalty Magazine Awards 2017, Best B2B Loyalty Scheme of the Year
  • Shortlisted: The All Ireland Marketing Awards 2018, Best Loyalty Scheme of The Year
  • Shortlisted: The Loyalty Magazine Awards 2017, Best New Loyalty Scheme of the Year
  • Shortlisted: The Loyalty Magazine Awards 2017, Best Short Term Loyalty Scheme of the Year
  • Shortlisted: The Drum Network Awards 2016, Best B2B Campaign/Strategy of the Year