King's Hawaiian: Slide into Summer Grilling

King’s Hawaiian is a Los Angeles-based family-owned and operated bakery, known for its Hawaiian bread. They offer a variety of baked goods such as hotdog rolls, hamburger buns, and bread loaves. In 2016, King’s Hawaiian launched a new line of BBQ sauces to accompany their range of baked goods. King’s Hawaiian partnered with 3 tier logic to launch their ‘Slide into Summer Grilling’ gift with purchase promotion. 

Program Objectives

• Increase brand engagement

• Promote product purchasing

• Build brand loyalty

• Capture customer data 

Strategy

3 tier logic used PLATFORM³ to create a microsite for the ‘Slide into Summer Grilling’ physical gift with purchase promotion, leveraging the following modules:

• Contest and Promotion

• Purchase Receipt Validation

• Data Capture & Analytics 

Consumers that purchased any participating Hamburger or Hotdog bun product in a single transaction were eligible to receive a physical gift of a King Hawaiian branded apron. In order to receive the gift with purchase, consumers had to text a keyword to a short code phone number 47056 to receive a link to the promotion microsite. They would then register and submit an image of their receipt for validation. Once it has been validated, consumers receive their gift of a branded apron in the mail at the end of the promotion. 

Through 3 tier logic’s marketing software, PLATFORM³, King’s Hawaiian was able to collect a range of data from that promotion to get an insight into their consumers’ shopping behavior. The Data Capture & Analytics module of PLATFORM³ provides information on consumers’  activity on the microsite during the promotion and their purchasing activities. King’s Hawaiian was able to track the progress of their promotion in real-time and gather valuable consumer information.