Australian retail food brand manager and franchisor Retail Food Group Ltd will this week launch its first SMS promotion to encompass all of its four brands – Donut King, bbs cafe, Brumbys Bakeries and Michels Patisserie.

The Big Brand SMS Promotion has been organised by Oxygen Interactive Marketing and will run from 19 May and 29 June. The SMS promotion will operate across more than 1,050 stores in Australia and New Zealand and offer customers more than $134,000 worth of instant, daily, random and major prizes. Customers buy a promotional product and receive a Big Brand Coded Entry Form. They then SMS the unique code for the chance to win.

RFG CMO (chief marketing officer) Nicole Dodd said the promotion was the first marketing initiative to capitalise on the companys substantial brand holding.

A key business driver at RFG is the ability to create efficiencies and synergies across the different brands. This is our first marketing initiative across the four brands and this has given us the ability to develop a much bigger and stronger promotion. We are looking to stimulate consumer participation and drive sales across all our brands. While the promotion will appeal to our existing customer base, we hope it will also help to entice new customers to our stores.

Apart from instore marketing, the promotion will also be supported by
radio and magazine advertising in Australia and New Zealand. RFG is the franchisor and intellectual property owner of the Donut King, bb’s cafe, Brumby’s and Michel’s Patisseries systems.