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IdeaWorks designs $40,000 Family Holiday For Ten Years Promo

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By Steven Raeburn, N/A

April 22, 2013 | 3 min read

Brisbane based IdeaWorks has designed a social-media-driven consumer promotion for clients Lenards, offering one family a prize of a holiday a year for the next ten years.

The campaign runs until 9 June

The prize has a total value of $40,000.

The campaign; “Bring something to the table” asks customers to share special moments around the table through images or video.

The promotion runs in bestrecipes.com.au, kidspot.com.au, taste.com.au and in Super Food Ideas magazine, using a Facebook application with a simple upload process for entries.

Rachael Hockaday of creative agency IdeaWorks Brisbane, said: “The promotion embodies the same fun and wholesome values that were integrated wholly into the new brand launch last year, with the core company value of ‘partnership’ being prominent.

“The ‘Bring something to the table’ promotion enables Lenard’s to connect with its customers directly and utilises a specially-designed, easy-to-use facebook application that is simple, engaging and rewarding for all members of the family.

“Using the family table as the setting, we have created a common ground for all families, regardless of demographic differences, to connect with each other, have a little bit of fun and get the whole family involved.”

Lenard’s’ national marketing manager Zoe Jacovou said the promotion embodies Lenard’s core values and its new brand direction.

“The family table is a place where every family engages and spends time together, whether it be mealtimes, celebrations, impromptu performances or board games,” he said.

“Bring something to the table’ enables families to share their best moments with their friends, vote on other entries and possibly win a free holiday every year for ten years.

“The promotion really integrates our core brand values of partnership and possibility.”

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