The main vehicle of the campaign, the Scratch & Win cards were at first developed with the idea to communicate the benefits of canned food in terms of its packaging credo and comparable nutrition to fresh food. However, with Peter's input, these will now be proper promotional tools, where recipients stand a chance to win various (proposed) prizes from 2 cans of organic artichokes to a delectable Waitrose organic canned food hamper.
The reverse of the Scratch & Win cards will then highlight 3 facts, namely from three categories – environmental friendliness, 5-a-day servings and a 10-minute recipe idea. There will also be some copy to drive people to the website to learn more.
The reverse of the Scratch & Win cards will then highlight 3 facts, namely from three categories – environmental friendliness, 5-a-day servings and a 10-minute recipe idea. There will also be some copy to drive people to the website to learn more.
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