Blue Buffalo wanted to run a cross portfolio program in Canada that would drive sales and provide them with the ability to sell into key retailers to obtain incremental display. The launch occurred during the pandemic, which made it even more important for pet parents to get rewarded for both online and brick & mortar purchases.
Snipp developed a program that rewarded pet parents with a sweepstakes entry for a chance to win Blue for Life awarded as a $10,000 check if they purchased $25 or more of Blue products. An account-specific variant allowed Petsmart to have 1 guaranteed winner at their stores, as well as 1 winner from other Pet Retail Brands. 1 winner from Quebec and 2 non-Quebec winners rounded out the rest of the national prizes, for a total of 5 winners. Consumers could register their entry at https://www.bluebuffalosweeps.ca