Collect lights!

Wonderduck’s Christmas-related campaign for Kraft gave away half a million presents. The mechanism was simple: in the promotional period those shoppers who spent at least HUF 1,200 on Kraft products were given a present, e.g., reindeer, snowflake or Christmas tree window decoration lights. In the modern retail channel hostesses introduced the present and the promotion, and after checking out customers got their present from another hostess or at the customer service. In traditional stores there were hostesses, too but shoppers had to send their receipt via mail to get their present. There were 4,020 promotional days in 6 weeks and the campaign reached more than 1.6 million people.