ABOUT THE COMPANY
Bonn is one of North India’s most established bakery brands, trusted for its breads, biscuits, and packaged bakery essentials. Operating in a category where products are bought daily and switching is easy, Bonn needed a promotional idea that could stand out on crowded retail shelves and attract mass participation instantly.
CAMPAIGN OVERVIEW
To accelerate product movement and expand its consumer base, Bonn launched:
“Bonn Bread Khao, Har Minute Inaam Pao” — a high-frequency reward campaign where shoppers had the chance to win a prize every single minute.
The promise was simple and exciting:
Buy Bonn → Enter code → Win instantly (or check every minute for the next draw).
This mechanic created continuous buzz and kept consumers coming back.
CHALLENGES
The bakery category faces tough realities:
Highly commoditized market
Minimal brand loyalty — buyers often switch based on availability
Daily purchase cycles requiring strong recall
Low involvement products that need standout triggers
General trade dominance where impulse buying is high
Bonn needed an activation that would:
- Create mass excitement
- Encourage frequent purchases
- Drive brand switching
- Scale across general trade in North and Central India
- Feel easy and inclusive for every household
A high-frequency reward engine was the perfect fit.
REWARDPORT SOLUTION
RewardPort engineered a backend contest engine that supported:
- Timed winner selection every 60 seconds
- On-pack unique codes for broad participation
- Mobile/SMS/online entry options to reach all consumer segments
- Instant notifications for winners
- Fulfilment of digital and physical rewards nationwide
- Full transparency and compliance in the draw process
This structure transformed a daily grocery item into a high-engagement brand experience.
WAY OF EXECUTION
RewardPort executed a seamless, high-volume campaign:
- Unique codes printed inside/on Bonn bread packs
- Shoppers submitted the code via SMS or online form
- The backend system ran a winner selection every minute
- Winners received instant communication
- Daily/weekly reporting ensured transparency for the brand
- RewardPort managed fulfilment, logistics, and consumer support end-to-end
The ongoing “every-minute excitement” kept the campaign alive in retail counters and in consumer conversations.
RESULTS
The campaign drove exceptional results across Bonn’s core markets:
- Substantial increase in product movement across GT stores
- High participation from families and daily bread consumers
- Improved brand visibility via strong on-pack messaging
- Excitement-driven repeat purchases, especially among households
- Stronger retailer enthusiasm due to higher shelf rotation
- Enhanced brand recall in a low-involvement category
The high-frequency reward mechanic created a momentum loop: buy → participate → check results → buy again.