Lenard’s brings something to the table in new online promo campaign via IdeaWorks Brisbane

Lenard’s is awarding one lucky family the ultimate prize of a holiday a year for the next ten years with its new, social-media-driven consumer promotion asking participants to ‘bring something to the table’ via IdeaWorks Brisbane.

Running from 15 April to 09 June 2013, the ‘Bring something to the table‘ promotion has created a forum for families to share their special moments around the table through images or video. Whether it’s a signature dish, a special occasion, arts and crafts, or a special talent, Lenard’s have asked their customers to share.

Also featured on bestrecipes.com.au, kidspot.com.au, taste.com.au and in Super Food Ideas magazine, the promotion uses a Facebook application with a simple upload process for entries. Visitors to the site are able to view previous entries, vote for their favourite or upload their own special moment.  All entrants are rewarded with a $5 coupon upon completion of entry.

Rachael Hockaday of creative agency IdeaWorks Brisbane, who worked with Lenard’s to create the unique promotion said that the competition was a natural extension of the revitalised new brand launched by Lenard’s in October 2012.

Says Hockaday: “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.”

In announcing the promotion, Lenard’s’ national marketing manager Zoe Jacovou said the promotion embodies Lenard’s core values and its new brand direction ‘Let’s make something special’.

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

The prize, a holiday each year for ten years, has a total value of $40,000. Each year, the winner is entitled to a holiday valued at up to $4,000 for up to four adults travelling within Australia. Lenard’s Franchise Owners are also entitled to win a prize, with the store that achieves the most entries per $1000 of store sales receiving a complimentary store makeover worth up to $18,000.

Entries for “Bring something to the table” open 15 April, 2013 and close 09 June, 2013.