Kerry Foods Denny Buy & Fly Promotion

Sales Promotion, FMCG, Brand Engagement, Customer Acquisition

The Challenge

Kerry Foods is a leading manufacturer and distributor of added value branded and customer-branded chilled foods to the UK and Irish consumer foods markets.

Denny & Shaw branded meat products are sold in both pre-packaged form and from the deli counter in supermarkets and independent retailers throughout Ireland. While the brands enjoy strong consumer loyalty in the pre-packaged segment, the deli counter segment sees the brands competing for orders from deli-counter managers (rather than consumers).

To counter this, Kerry Foods requested that Allgo design a promotion aimed at deli-counter consumers in selected independent supermarkets. The aim was to increase consumer awareness and sales for Denny & Shaw cooked deli meats during the peak pre-Christmas period.

The Programme

Allgo created the “Buy & Fly” campaign, where consumers could win trips to a choice of 3 European cities – Rome, Barcelona or Prague.  In addition to the main prize in each store, there were 3 runner-up prizes of hotel vouchers. For each purchase of Denny & Shaw’s deli meat products, the customer was invited to enter the draw for that store.

Allgo designed the creative for “Buy & Fly” and produced in-store posters, entry forms, and branded entry boxes for each of the participating stores.

The promotion ran from November 1st to December 24th in participating independent supermarkets across Ireland.


The Result

The promotion created massive awareness for Denny & Shaw’s deli cooked meats among consumer shoppers in the participating stores, and encouraged deli managers to stock and re-order the brand from Kerry Foods in the run up to Christmas, and beyond.

The promotion not only increased sales, consumer awareness and deli counter loyalty, it also helped Kerry Foods beat competition from non-branded cooked meats during the seasonal sales peak for cooked meats.

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