Rachael Ray Nutrish: Help Pets Find a Furever Home

Ainsworth Pet Nutrition, acquired by The J.M. Smucker Company in 2018, is an American producer and distributor of premium pet food and pet snacks best known for their Rachael Ray™ Nutrish® brand. Ainsworth Pets partnered with 3 tier logic to launch their national ‘Rachael Ray Nutrish Furever Home Sweepstakes’ promotion, exclusive to consumers in the United States and Nutrish products.

Program Objectives

• Increase product purchasing

• Improve customer loyalty

• Nurture brand engagement

• Collect consumer data

Strategy

3 tier logic used PLATFORM³ to create a microsite for Ainsworth Pets’s ‘Rachael Ray Nutrish Furever Home Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a qualifying Nutrish product from participating retailers, they are eligible to receive a sweepstakes entry for a chance to win a grand prize of $25,000 or 1 of 3 secondary prizes of $5,000. 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, consumers receive an email confirming their sweepstakes entry. They were also given a no purchase entry (AMOE) option in which they were to mail in their sweepstakes entry instead. Consumers were limited to one entry per person. 3 tier logic generated a random draw to select the sweepstakes winners while Ainsworth Pets procured and fulfilled the prizes.

Through 3 tier logic’s marketing software, PLATFORM³, Ainsworth Pets was able to collect meaningful data about their consumers’ buying behavior for the duration of the promotion. The Data Capture & Analytics module provides important insights into users’ microsite activity. Ainsworth Pets is able to use this data to make strategic business decisions for continued sales, engagement, and customer loyalty.