Bimbo Canada: Go POM Go

Bimbo Canada is a Canadian producer and distributor of packaged bread and bakery products whose brands include Villaggio, Dempster’s, Vachon, and POM. Bimbo Canada leveraged its sponsorship with the NHL’s Montreal Canadiens and partnered with 3 tier logic to launch their regional ‘Go POM Go’ sweepstakes and gift with purchase promotion, exclusive to participating POM products in the province of Quebec. This was the fourth program Bimbo Canada activated with 3 tier logic.

Program Objectives

• Drive purchases and sales

• Increase brand engagement

• Improve brand loyalty

• Capture customer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Bimbo Canada’s ‘Go POM Go’ sweepstakes and gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase two qualifying POM products in one transaction at participating retailers, they are eligible to receive a sweepstakes entry for a chance to win 1 of 4 Suite packages to a Montreal Canadiens game, 1 of 20 Montreal Canadiens accessories, or 1 of 5 $500 Visa physical gift cards. If they completed a second transaction, they were also eligible to receive a $5 Visa digital gift card.

Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers receive an email confirming their sweepstakes entry. If they made a second purchase, they also receive an email with their $5 Visa digital gift card and instructions on how to redeem it. At the end of the promotion, Bimbo Canada generated a random draw to select the sweepstakes winners. 3 tier logic was responsible for the procurement and fulfillment of the $500 Visa physical gift cards.

Using PLATFORM³, Bimbo Canada was able to keep track of their promotion’s progress in real-time and capture valuable consumer information. The Data Capture & Analytics module provides important insights into consumers’ purchasing behavior on the microsite throughout the promotion’s duration. Bimbo Canada is able to leverage this data to make strategic business decisions and continue increasing their sales and brand engagement.