The multiplatform ‘free for every reader’ campaign, the first partnership between Starbucks and Grazia, aims to drive footfall from Grazia to Starbucks and drive frequency of purchase amongst Grazia readers. The promotion allows every Grazia reader to redeem various Starbucks products in-store via a coupon in the magazine. Readers will be able to get a free Refresha drink (6th – 12th August), a free salad (13th – 19th August), a free Frappucino light (20th – 26th August) and a free iced espresso (27th August– 2nd September).
Starbucks will promote the campaign with counter signage in all stores throughout the four-week period alongside social media activity. Starbucks will also advertise in-magazine every week throughout the campaign period.
Grazia will also support the offer with weekly full-page marketing ads in-magazine and at retail through Shelftalker in Morrisons and posters in independent newsagents.
The weekly offers will also be promoted across four Bauer Media radio stations including Kiss 100, Magic 105.4 and Key 103 and supported on social media via Twitter, Facebook and www.graziadaily.co.uk. A weekly solus email will also be distributed to the Grazia database.
Abby Carvosso, Group Managing Director London Lifestyle, Bauer Media, said “Our partnership with Starbucks is a great example of how brands can work together to create unique campaigns to deeply engage audiences. Grazia is bold, brave and innovative and the brand synergy with Starbucks means they are a perfect partner to further connect with our readers.”
Ian Cranna, VP Marketing and Category, Starbucks UK added, “This partnership with Grazia represents a great opportunity for us to reach new and existing customers with enticing offers, celebrating all that is great about Starbucks and British summer time. By remaining focused on its readers, Grazia echoes our values of placing customers at the core of everything we do, and so we’re looking forward to this exciting new media partnership.”
