Jamie Oliver is a highly popular brand that is loved by the Brazilian people. The exclusive TV commercial with a personal message from Jamie, combined with the signature signed knives and cutlery, created the right hook to grab the targeted audiences’ attention. This loyalty programme led to a participation rate of 68% and a large increase in sales for Pão de Açúcar.
Brazil is a virgin market when it comes to stamp based loyalty. Before the start of this loyalty programme, shoppers were not used to receiving stamps at their local supermarkets. GPA, one of the largest retailers and distribution groups in Brazil, was looking for innovative ways to make their consumers more loyal to their stores. As they were celebrating their 69-year anniversary, they wanted to surprise their shoppers with a high value treats. After a small and successful test programme, GPA and BrandLoyalty agreed on a national rollout for a stamp-based loyalty programme offering Jamie Oliver knives and cutlery.
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.
The act of spending money to receive paper stamps which eventually led to the collection of good quality cutlery and knives set was experienced as good fun and highly motivating. Specifically, because customers could collectively gather stamps as a family to improve the experience of cooking together, using the knives and cutlery from the programme. On social media shoppers literally started begging for stamps to finish their collection in time and hilarious YouTube videos were created by shoppers and influencers to request Pão de Açúcar to postpone the end of the programme.
At the start of the programme, Jamie Oliver already had brand power of around 72% and the products with his label are perceived as good quality. His charisma and simple way of speaking makes Jamie Oliver easy to relate to and highly loved by Brazilian consumers, stimulating a big audience to spend more time in the kitchen trying to become a good chef like him, for their families.
Customers proudly post pictures on platforms like Facebook or Instagram to show the families in action with their brand new Jamie Oliver knives and cutlery. In addition, newspapers and the radio reported on the promotion due to its success in the Brazilian market. Throughout this time the loyalty programme became a social media hype.
GPA published an advert in the local newspaper to thank customers for their participation in the programme. Translated to English the advert said:
Many thanks to you who joined, redeemed and made this promotion a success.The Collect & Redeem programme exceeded all expectations.
And there are more news to come: we are already working to bring more promotions as innovative as this, with original quality incredible rewards.