Blue Buffalo wanted to drive acquisition of new pet parents into the portfolio. The brand also wanted to encourage repeat purchase while pet parents are feeding their newly adopted pet.
New pet parents adopt a dog or cat at a participating adoption center and are given an Adoption Package with a Handout from Blue Buffalo that has an Adoption Code. The pet parent comes online and enters the Adoption Code and registers to receive a $5 off coupon. The pet parent can then make a purchase of Blue Buffalo, upload their receipt and get another $5 off coupon and continue earning additional coupons for valid purchases. They can earn 3 coupons per month over 6 months for a total of $90 in savings.