Irish Independent

Irish Independent

For January 2018 we worked with the Irish Independent to offer a free retail pick up of six Roald Dahl titles over six weeks. From Roald Dahl’s Dahlmanac – a fun-filled compendium bursting with Dahl-tastic treats, jokes, activities, fun facts and extracts from Roald Dahl’s own letters, to Roald Dahl’s Scribble Book to draw your own Chocolate Factory.

  • The Dahlmanac Fun Facts and Jokes
  • Spotty Powder and Other Splendiferous Secrets
  • Joke Book
  • Scribble Book
  • Splendiferous Quiz Book
  • Marvellous Joke Book
  • Mischief and Mayhem

Customers collected vouchers printed in the paper and could redeem the books from any Tesco store in the Republic of Ireland. The pick up received eight weeks of pre-promotion across all Irish Independent channels, including a National TV and Radio campaign and two appearances on the front page masthead.

This was their best performing book collection to date, with an average of 20% uplift across the six weeks.

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