It’s showtime!


Our client Farmlands recently merged with South Island co-operative, CRT. The combined business now has over 30,000 farmer shareholders spread across the North and South Islands.

To promote the use of its charge card across a network of 3,000 Card Partner retailers nationwide, and to drive card usage and sales, Farmlands has for the past two years run the very successful, three month long ‘Party of the Year’ promotion. Shareholders are allocated to a ‘home’ store and then encouraged to use their Farmlands Cards for as much of their everyday farm and household spending as possible. The store that shows the greatest increase in spend wins the ‘Party of the Year’ for its town.

This year the ‘Party of the Year’ became the Farmlands Legendary Variety Show and included the South Island. The Show – featuring top musical act the Topp Twins and Kiwi funnyman Dai Henwood – was promoted via a launch DM pack, statement inserts, internal POS, launch eDMs and exclusive Card Partner offers.

Each month over the campaign period, the results leader board revealed just how heated the competition was between Farmlands stores. It all came down to the wire with New Plymouth and Morrinsville fighting it out in the North Island, and Ashburton and Culverden in the South. So, who were the show stealers this year?

See the winners announcement here.

It was an amazing combined effort and the Farmlands Legendary Variety Show promises to be a legendary night out for the lucky towns.

Author: Selena La Fleur, Account Executive