Farmlands wanted to promote use of their charge card, Farmlands Card, across its network of 3,000 Card Partner retailers.
With a softening retail environment, plus a small budget to be stretched across a traditionally slow three-month sales period, we had our work cut out to deliver a campaign that could drive a strong sales result.
So we set out to create a different sort of promotion, one that would drive a step change in sales. There were two key insights that drove our approach: firstly, engaging Farmlands branch staff in promoting use of Farmlands Card at other retailers (it isn’t needed in Farmlands branches) is tough; and secondly, rural people have strong engagement with their local community. We harnessed these insights to create our campaign idea of ‘Party of the Year’ – to be won by a local Farmlands store and its customers, harnessing the enthusiasm of branch staff, customers and the community.