Loyalty programs come in all shapes and sizes. And sometimes they even come in unexpected places, such as under the lids of organic dairy products. This is where consumers will find the latest loyalty program initiative from Yeo Valley, the UK’s leading producer of organic yogurt, cream, milk, ice cream, fruit compote, and butter.
Yeo Valley has placed a unique numeric code underneath the top lids of most of its products. Peeling back the cover of Yeo Valley products will reveal the code, which consumers can then enter online to collect a virtual currency known as “Yeokens.” These Yeokens can then be exchanged for a host of rewards including special excursions around Britain, visits to Yeo Valley, and brand merchandise. Consumers can even donate the virtual currency to various charities.
The new loyalty program was conceived by Yeo Valley Chairman Tim Mead and designed by Clondalkin Flexible Packaging Bury, a packaging supply company that specializes in solutions for the food, dairy, beverage and pharmaceutical industries. It is purported to be the largest customer engagement promotion ever launched by Yeo Valley and it was developed using Clondalkin’s high-tech printing technology.
“It is the first time this printing technology has been used in the UK dairy market,” said John Chadwick, Managing Director of Clondalkin Flexible Packaging Bury. “We initially developed the concept to cover a number of Yeo Valley promotions, including competitions to ‘Win a Landrover,’ ‘Win a Campervan’ and ‘Win a Holiday of a Lifetime.’ Following this success Yeo Valley approached us to help facilitate a brand new loyalty scheme across the product portfolio. We are delighted to have been involved in such an exciting campaign from the outset. We have already printed over 60 million unique coded lids for Yeo Valley and we wish them every success with their latest initiative.”
Yeo Valley is also excited about the enduring Clondalkin partnership and the new promotion.
“We have worked with Clondalkin for many years and have always been impressed by their technical expertise, commitment to quality and willingness to either find, or create, innovative solutions to meet our requirements,” said Dan Rusga, Marketing Director at Yeo Valley. “The printing technology they have developed is enabling us to get closer to our customers and reward them for their loyalty. As a company we have made a long-term commitment to unique coding and are confident that it will reap rewards for our business.”
Yeo Valley’s Yeoken codes are currently available in grocery stores and supermarkets across the region.