Client: Goya

Objective: Test impact of an in-pack game for commodity product.

Mechanics: Goya needed a competitive “tie-breaker” to help garner a larger share of market for its 10-lb. bags of Canilla brand rice. DJA recommended and then implemented an in-pack instant winner game in close to 1,000,000 bags of rice. Because of the Hispanic audience product skew, the creative theming celebrated the family, in a “Family Celebration” game.

Prizes: A trip for a family of 4 to Orlando, FL, cameras, prepaid calling cards and $1,000 collect-and-win cash prize.

Results: Goya reported an up-trend in 10-lb. Canilla Rice shipments shortly after the promotion launched, indicating a strong sell-in to the trade. Retail sales data was analyzed with an eye toward building continuity for the brand by essentially repeating the promotion and mechanics, but with a new set of prizes. The client said “the Sweepstakes, combined with a price promotion to the trade, generated a 7-10% lift over a regular "price promotion" that didn't include a sweepstakes overlay"