I’m sure everybody thought it was a good idea and I’m sure it’s legal and fair – but that doesn’t make it right and it doesn’t do the best job by the brand.
New Covent Garden have, innocently I suspect, dropped a bit of a consumer clanger with their recent ‘Win a farm’ promotion. The mechanic was a simple ‘enter your promotional code’ prize draw mechanic that people will be extremely familiar and comfortable with. Or so it seemed. But it wasn’t a simple prize draw – there was a specific winning code and that code didn’t get entered – hence no winner! Oops.
Consumers familiarity with the prize draw mechanic may actually have been the problem. They all assumed that’s how the promotion would work when in actual fact it was closer to a lottery.
Perhaps the brand/ agency team missed the deep scrutiny of an ‘all eventualities’ meeting that all promotional activity should be subject to before it goes live – someone would certainly have asked the question ‘what happens if nobody wins?’ The answer would have been very clear and the current PR backlash avoided.
Click below to see the sort of PR you don’t really want to be waking up to as a Brand Manager
http://www.dailymail.co.uk/news/article-2104548/New-Covent-Garden-Soup-Company-Win-farm-Competition-No-gets-500k-prize.html
http://www.thegrocer.co.uk/fmcg/chilled-and-frozen/chilled-foods/new-covent-garden-in-hot-water-with-shoppers-over-elusive-farm-prize/226467.article?utm_source=groceronline%40wrbm.com&utm_medium=email&utm_campaign=1194291_Daily+22%2f2%2f12&dm_i=131K,PLIR,5DVQ1Y,22AGP,1
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