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7-Eleven entices customers with Le Creuset cutlery set

7-Eleven has joined hands with French cookware Le Creuset to roll out a set of “east meets west” cutlery collection for its latest redemption programme.

The collection includes a set of 10 utensils, including two knives, two forks, two spoons and four pairs of chopsticks. Each utensil comes along with a miniature Le Creuset casserole, which serves as a little container for protecting the parts with stainless steel or a chopstick rest.

The convenience store describes the novel blending aesthetics and functionality which allows customers to conveniently carry and use the utensils everywhere, whereas the chic and environmentally-friendly design injects novelty in the brand’s redemption programme.

Le Creuset products have become popular in Hong Kong over recent years, especially among young women.

When asked the reason why choosing Le Creuset over cartoon brand this time, Rose Yeung, sales and marketing director of 7-Eleven Hong Kong & Macau said, “We believe that innovation can bring excitement to customers. We’re thrilled to be the first brand in Hong Kong to collaborate with Le Creuset to launch a brand new redemption series featuring a premium cutlery set. This is a ground-breaking change in product format that enables us to engage our consumers in an enchanting way,”

“The success in our previous redemptions has boosted our customer count, basket size and drove sales, and we hope that this upcoming redemption campaign can inherit the success to further grow our customer base, as well as bring promising results,” she added.

The brand will take a holistic approach for this redemption campaign in a bid to build momentum and drive engagement.

For offline, it will place print advertisements in newspapers along with poster-on-wall in Central MTR Station to gain the attention from people on-the-go to capture eyeballs.

Meanwhile, 7-Eleven will engage its online fans with a soon-to-be launched photo contest, as well as tapping influencers to maximise the awareness and create buzz.

Customers will receive one stamp upon a HK$20 purchase at 7-Eleven, and one more stamp for every additional HK$10 purchase. Customers can redeem one utensil at random with 18 stamps for free, or with 7 stamps plus HK$22.

The programme will start from 6 April 2016.

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