I came across a promotion in our fridge this week. Win a traditional VW campervan with Yeo Valley Greek Style ‘Yeogurt’. (Ha-ha.)
Also 100 Glamping Trips for runners up.
I got the gist immediately – I know exactly whom they’re targeting, and how it works for the brand.
Then I noticed the main headline actually reads: ‘Win 1 of 2 campervans or £25,000’.
How to build up a nicely structured little proposition… and then immediately drive a coach and horses right through it.