Pallas Foods Relish Rewards

Brief Pallas Foods are a leading food and non-food products distributor in Ireland. Operating in a price sensitive market, sales reps often found conversations with customers steering to price. There was no room in the Pallas model for discounting, so a strong loyalty offering was required to:

• Retain customers and make them feel rewarded for their business
• Increase customer spend by 20%
• Disrupt the market – introduce a completely self-funded loyalty program

Solution "Relish Rewards – a little on the side" was introduced as a deliberate understatement. Unmissable creative juxtaposed Pallas products with real “Relish” Rewards, supported by lorry livery, magazine supplements, online advertising, direct mail, press coverage and email. In an uninspired market this cut through and grabbed the attention of customers and story hungry press alike.

Results

1. 2,500 members signed up during the three month launch, that’s 150% above target set.
2. Sales increased across the top accounts with customers not only opting for higher value items, but also increasing the number of items per shop.
3. The real stroke of genius – it is entirely self-funded.