In February 2009, Streets, in line with the changes in government legislation, underwent an ove
rhaul of its schools’ ice cream business. Streets developed a range of products that fulfilled/met government requirements and developed a marketing program that would encourage school canteens to stock Streets’ product range for the various schools. The promotional offer was ‘a chance to win’ and students received a game card they could peel back to instantly win from a range of prizes that promoted outdoor activity play (Frisbee, Mini Soccer Ball or a Tennis Ball).
Streets required the products to be of a high quality and very strict safety standards had to be met. The promotion took place from 1/02/2009 until the 1/05/2009 in over 450 schools. The states included NSW/ACT/NT/TAS/SA and WA schools. Each kit was sent to the various canteen managers around Australia which included 500 game cards, counter cards, posters, instructions on how the promotion works and 25 fun prizes so that they could run their own individual promotions without any difficulties in terms of redemption or communication with Streets all the time. Streets also provided a certain amount of aprons for the canteen staff to wear. Sweet Memories did the packing of the kits and distribution to Street’s localised warehouse. There was approximately a 48% increase in sales in the various schools for the 3-month period and increased distribution of Streets products to over 450 schools over 2009.
In 2009, Streets also delivered the highest sales to schools in history, with this promotion as the main driver.
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