I was looking over the local Sunday newspaper this morning as is my usual habit. An ad for Publix Supermarket caught my eye by chance. On the back of the ad is a promotion for buy one get one free on certain products. But there’s a twist. The promotion is to geared to draw interest in the private label Publix products. Publix uses three national brand products (Del Monte sliced peaches, Del Monte cut green beans, and Jif peanut butter) and their Publix brand counter parts. If you buy the national brand then you receive the Publix brand for free.
I think this is a brilliant use of the buy one get one free concept to get consumers to try to the store brand. They are confident that they’ll get a certain percentage of customers to buy the Publix brand the next time they are back at the store.