Consumer research leads to high-value knives programme
Brazilian families put a lot of time and effort in cooking and sharing meals together. This made running a knives programme really suitable for this market, together with the facts that quality knives are unaffordable for an average Brazilian household. Knives are shown to be a great product range for new markets and a popular high-value category.
GPA and BrandLoyalty made such a strong promotional offer – receiving a knife almost for free after collecting 50 stamps, the Brazilian shopper just could not refuse. Even the best scenario underestimated the actual performance.