UK-based DS Smith has partnered with Butcher's Pet Care to include a redeemable voucher in the latter's consumer packaging in a bid to drive brand engagement and sales.
As part of the collaboration, a DS Smith HD pre-print liner has been selected for Butcher's Pet Care existing litho printed pack, which will provide consumers with a redeemable £1 voucher.
During an on-site technical workshop, Butcher's Pet Care challenged DS Smith to add promotional activity into its existing corrugated 12 pack consumer box that would support the company's sales and promotional strategy.
DS Smith provided a range of options including special varnish effects, foil blocking and random coding.
DS Smith UK packaging division sales and marketing director Tony Foster said: "Creating this high-quality pack and including the redeemable voucher, complements the values of Butcher's as a family-run company and generates loyalty with the shopper.
"Using DS Smith to support a brand's promotional activity really helps customers move their products off the retail shelf into the shopper's basket."
Butcher's Pet Care noted that the reverse-printed coupon has also helped the company to create vibrancy for the shopper at fixture and protect the brand from the risk of mal-redemptions with inserted coupons.
Butcher's Pet Care marketing department head Sarah Alexander said: "DS Smith was central to the development of this promotional idea.
"We wanted to increase brand engagement but not sacrifice our family heritage."
Formed in 1987, Butcher's Pet Care produces packed food for dogs and cats.
The company employs more than 200 people at its base at Crick in Northamptonshire, UK.
Image: A HD pre-print liner, developed by DS Smith, has been selected to Butcher's Pet Care existing litho printed pack. Photo: courtesy of DS Smith.