Win Your Dream Kitchen with Crisp ‘n Dry

Crisp ‘n Dry have an on-pack promotion to win a £10,000 kitchen, via a prize draw in May 2011. Also up for grabs are minor prizes of food processors, deep fat fryers, woks, potato chippers and cookbooks. It’s an enticing prize selection for the target market and is part of the ‘From Good Food to Great Food’ campaign that aims to attract new consumers to the brand.

The promotion was created by Propagate Promotions, for Edible Oils Ltd. Propagate were tasked with leveraging the appeal of Crisp ‘n Dry against cheaper supermarket own-brand vegetable cooking oils and educating consumers on the health benefits and versatility of the oil.

To enter the promotion at winyourdreamkitchen.co.uk you have to enter a unique code that you get from a clever label tear-off. The entry mechanic is simple and clear. Apart from your name and email address, Crisp ‘n Dry aren’t collecting any other data.

I didn’t win when I entered. However, I was asked if I wanted to play a Lucky Cupboard Bonus Game for free, which is a good way of keeping the consumer engaged. This time I was asked for my name, address and year of birth and was presented with a game which had an illusion of a 1 in 4 chance of winning a minor prize. In reality, it was an instant win game with a much smaller probability of winning. While I played this game, I was presented with facts about how healthy the brand is, and recipe ideas. It was confusing to be asked to log in with no password though.

Overall, it’s a very engaging promotion that  should be moved into social media.