Fix-a-Form delivers festive treats to bakers

A set of three festive recipes and the chance to claim a limited edition cake tin feature as part of the promotion by Billington’s, makers of natural unrefined cane sugar products.  

Recipes include molasses fudge to muscovado glazed ham, as well as details of how purchasers of Billington’s products can claim a free limited edition cake tin with two promotional Fix-a-Forms from the marketing campaign. 

This is the first-time that Billington’s has used a Fix-a-Form leaflet label on its packaging. The decision to use this format was based on the requirement to link the cake tin promotion to purchase without changing the packaging or merchandising in store.

At the same time, it was important  to maintain the quality of the Billington’s brand. The Fix-a-Form provided a secure leaflet to hold the URNs while also providing additional space to engage consumers with exclusive Christmas recipes. 

Denny Bros worked with integrated creative agency BD Network to prepare the on-pack promotion for use on three of Billington’s products - light muscovado, dark muscovado and molasses cane sugars.

 ‘There is a growing trend for home baking, and with Christmas a key period for baking, Billington’s is able to capture consumers in store with the cake tin offer,’ said Victoria Tran from BD Network.

‘Billington’s is a quality brand offering a real product benefit to consumers. By creating cut-through in store with the on-pack promotion, we are then able to engage and educate them about unrefined compared to refined sugar, and motivate them to taste the difference that Billington’s unrefined sugar can make to their baking.’

Natalie Bonner of Denny Bros said: ‘We are extremely proud to be associated with this delightfully-indulgent marketing campaign. The Fix-a-Forms are printed to the highest quality standard and look exceptional when applied on the front face of the pack in the position of the distinctive Billington’s logo.

‘This promotion exudes quality. It is converting more customers over to this premium brand to create sales uplift – while providing valuable customer engagement at the same time. It’s the ultimate outcome for any on-pack brand activity.’