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SYDNEY, AUSTRALIA, 17 July 2009 – Snapfish, Australia’s leading online photo printing service, today announced the launch of the Devondale Rewards program with Devondale Dairy Products, a division of Murray Goulburn Co-operative Ltd.
Devondale consumers will receive a unique code with every purchase of one of 12 individual SKUs across its butter and spread range. Consumers who convert their code to points with Snapfish are entitled to free prints and discounts on personalised photobooks (a professional quality photo album).
Devondale consumers accrue points with every purchase in the butter and spreads tub range, under the terms of the promotion. A unique promotional code is provided under the lid, on the quality seal of specially marked packs of Devondale butter and spreads tubs. Consumers collect points by adding a unique code to their Devondale Rewards account. Purchases of Devondale Extra Soft Regular and Salt Reduced, Dairy Soft Regular and Salt Reduced and Butter tubs are worth 10 points. Devondale Light and Light with Calcium are worth 15 points.
Consumers can redeem their prizes with Snapfish with a special coupon code from the Devondale promotional website receiving 50 free prints with their initial registration. Powered by Hewlett-Packard, Snapfish provides an online photo printing service, free photo sharing, unlimited photo storage and free photo editing tools.
50 points entitles each consumer to an exclusive discount on a Classic Linen Snapfish photobook at $14.95 plus postage and handling, this represents a discount of 60% on typical pricing. Consumers can customise the page layout and background of the professional quality 8” x 11” Snapfish photobooks with their own photos and captions.
“Our investment in the Devondale brand during the past 18 months has been significant. We recognised a need to strengthen our relationship with our consumers and the Devondale brand by rewarding existing and new consumer for purchasing a Devondale spread” said Ashton Francis, Marketing Manager Retail.
“The Devondale brand appeals to families in the main, by having great tasting products across multiple dairy categories. The Snapfish brand is Australian’s leading online photo printing service that has a similar target market. Both brands focus on targeting a similar demographic with the aim of building a lasting, positive experience, by offering high quality products and services that meet a broad range of consumer needs. A partnership with Snapfish represented a good fit for Devondale based on common brand values.”
“We expect that consumers will readily embrace the promotion by becoming actively involved and recognise that by buying Devondale spreads they are supporting Australian farming families.”
The on-pack promotion hits stores in late July and will run across all specially marked Devondale tub butter and spread brands nation-wide until 28th February 2010. It will be supported by a dedicated campaign website, television commercials (early September), email marketing around select family events such as Father’s Day and Christmas, leaflet promotion (August and September) and via existing Snapfish members.
“Loyalty programs which leverage the Web offer a number of benefits to forward looking brands, including ease of management and scalability. They provide opportunities to extend and add value to customer relationships by providing an engaging and continuous experience,” said Verity Batchelder, Country Manager, Snapfish Australia and New Zealand.
“We’re delighted to be involved in this innovative program with a highly respected Australian brand. Our two brands share common values and specifically a focus on mums with young children.”
Snapfish by HP offers professionally-developed photo prints from 15 cents, plus a range of free online photo tools and unlimited free photo storage. Customers can create a wide range of personalised photo gifts including canvas prints, calendars, greeting cards and mugs. Prints and products are sent to customers by post or can be picked up from retail collection points.
For more information on Devondale go to www.devondale.com.au
Note to editors:
Campaign creative and photography of promotional packs is available on request.
About HP: HP, the world’s largest technology company, simplifies the technology experience for consumers and businesses with a portfolio that spans printing, personal computing, software, services and IT infrastructure. More information about HP is available at www.hp.com.au.
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