Candia integrates coupons into marketing campaigns

Long-life milk provider Candia has partnered with Couponstar, a digital marketing and promotions agency, to integrate printed coupons into its marketing campaigns.

The programme, which was devised in conjunction with marketing consultancy Toucan, will see 40,000 coupons distributed via leading websites within Couponstar's leading network, called Couponnet.

Candia has, until now, used more traditional methods of marketing to engage with its consumers and reward loyalty, such as door drops and on-pack promotions.

Nina Rosi, account director on the Candia account at Toucan, said: 'Candia asked us to suggest something new to progress their conventional form of marketing, which is where our discussions with Couponstar began.

'Their innovative platform enabled us to bridge the gap between online marketing and consumers' offline purchasing behaviour and successfully tied into our offline campaigns,' she added.

The campaign's aims were twofold: first, Candia was looking to further increase the recent rise in positive perceptions of long-life milk in the younger demographics and encourage consumers to trial the brand; and, second, Candia wanted to reward its customer base with a free product.

Following the completion of the current campaign, Candia and Toucan plan to run more printable-coupon activity in 2009.