In a new marketing initiative, Bonne Maman, the premium French conserves brand, is linking up with two complementary brands as it embarks on two innovative promotional campaigns during 2008. Bonne Maman’s chosen partners are Aga, Britain’s iconic cooker, and Café Rouge, the nationwide group of French style restaurants. “All three brands represent premium quality in their respective marketplaces,” explained a Bonne Maman spokeswoman. “We recognise the strength of developing promotional partnerships with brands that consumers will associate as sharing the same values as our own.”
Bonne Maman’s collaboration with Aga centres on a series of nationwide cookery demonstrations being served up in 26 Aga Shops from May to October. Open to anyone with an interest in food and cooking, the free demonstrations [places on a first come, first served basis] will travel the length and breadth of Britain involving Aga’s team of expert cooks preparing and cooking a selection of dishes using Bonne Maman’s range of conserves and compotes on the nation’s most coveted oven.
The 11 specially created recipes are featured in a booklet published to mark the activity, which will be given to everyone attending a demonstration along with a goody bag also containing a jar of Bonne Maman conserve and a gift from Aga.
+ Win an Aga Competition
Underpinning the campaign will be an exclusive on-pack competition during September and October to win a three-oven Aga worth over £8,000. One million jars of Bonne Maman’s conserves [strawberry, apricot, raspberry and blackcurrant] on sale in major supermarkets will carry fix-a-forms giving details of how to enter.
Bonne Maman has joined forces with Café Rouge, the nationwide group of French style restaurants, to offer customers a free continental breakfast.
Selected jars of Bonne Maman conserves [Strawberry, Apricot, Raspberry and Bitter Orange Marmalade] carry a fix-a-form with a voucher for a ‘Corbeille de Petites Viennoiseries’: an individual basket containing a petit croissant, pain aux raisins and pain au chocolat as well as some French baguette together with 2 mini pots of Bonne Maman conserve [drinks are not included in the free offer].
The on-pack vouchers can be used to claim the breakfast, available from 9am – midday, in all Café Rouge’s 100+ restaurants [except Center Parcs villages] until 31st October 2008.
+ Win a Holiday competition
To further raise awareness of both brands, 500,000 specially created bill wallets will be handed out to all Café Rouge customers countrywide during June inviting them to enter an exclusive competition with Bonne Maman [closing date: 30 June] to win a five-night luxury holiday for two in Lyons, the gastronomic capital of France.