FamilyMart launches 'FamilyMart B.DUCK Hug Me Please'
THE Family Mart convenience store chain has recruited the famous cartoon character "B.Duck" for its new campaign to serve colourful fun to customers of all age groups.
Shoppers can collect stickers for the right to get exclusive premiums.
Central FamilyMart Co, which operates outlets for customers’ round-the-clock convenience and deliciousness, is confident that this campaign will become an impressive phenomenon in the convenience store industry.
Nath Vongphanich, chief executive officer, said yesterday that FamilyMart will continue to focus on the “purchase stickers for premiums” strategy this quarter because it won a really good response from customers during the past year and participating suppliers have registered a significant sales increase.
B.Duck has a 15-year history. Featuring outstanding and colourful design, the character promises to wow sticker-collecting customers. His personality also matches well with FamilyMart’s positioning. B.Duck, after all, loves spending his time with his family and friends. He has also counted his parents as superheroes.
Just as this character reinvigorates FamilyMart’s image as a place with warm and family atmosphere, FamilyMart introduces B.Duck, his family and his friends to customers across the country via “FamilyMart B.Duck Hug Me Please” sticker-collection booklets.
Since FamilyMart has won the licence to produce limited editions of B.Duck products for this campaign and more suppliers have joined this time, the company has firm confidence that its customers will collect more stickers. The ratio of participating goods to food is 40:60.
To ensure that customers get the most out of the campaign, FamilyMart has chosen only hot-selling items. The three-month campaign is expected to boost FamilyMart’s sales by 15 per cent from the same period a year earlier.
From this Saturday to January 24, customers get one sticker for every purchase of Bt50, excluding some non-participating products.
Consumer purchasing power usually increases in the last quarter of the year and the economy has now rebounded, so FamilyMart has found this is a really great time to launch the new campaign to create a delightful phenomenon for its customers and sticker-for-premium fans.
About Bt20 million has been allocated for integrated marketing communications that will reach out to all target groups via advertising, public relations, marketing events and fun online media.
