Client:

Tetra, multinational, with UK offices in Southampton, world leaders in fish, aquatic and pond products.

The Brief:

To create a loyalty scheme in a promiscuous market place with little brand loyalty, low product benefit knowledge and to position Tetra as a brand leader with retailers and consumers.
To use the scheme as an educational vehicle to grow the market.

Who Needs To Know?

Retailers and stockists of Tetra products (independents and multiple retailers) and fish-keepers.

How:

• A club membership scheme based on subscription.
• Regular newsletters with tips on care plus advance and special trial product incentives.
• Strong links and directions to participating stockists.
• Extended into website with special member area.

Result:

• A scheme that has been running successfully for 10 years, with a current membership of 30,000-plus.