Aloha Canada Incentive Program

Clients
Kraft Heinz Foodservice (AU)
Unilever Food Solutions (AU)
Goodman Fielder Food Service (AU)
Fonterra Foodservice (AU and NZ)
Wattie’s Foodservice (NZ)

Building growth for top food manufacturers

A 12 month strategic alliance between five of the world’s largest food companies that shared similar distributor customers.

Kraft Heinz, Unilever Food Solutions, Fonterra, Wattie’s and Goodman Fielder Food Service are large food manufactures in Australia catering the foodservice industry.

  • Unilever logo in white
  • Goodman Fielder logo in white
  • KraftHeinz logo in white

Key achievements

19%
Growth achieved in year five
300
Tier one achievers travelled to Hawaii
100
Tier two achievers travelled to Vancouver
60
Tier three achievers travelled to Lake Louise

The Challenge

With market growth flat at 0.7%, five of the world’s top food manufacturers turned to Incremental to increase their market share.

 

The Solution

For the past five years, an Incremental incentive program has delivered year-on-year growth for the world’s leading food manufacturers.

Each year, as the program’s success has grown, the number of food manufacturers joining the program has grown too.

Now in its sixth year, five leading food manufacturers teamed up to fire-up their food distributor partners and share the business benefits.

To get the world’s top food manufacturers onboard, Incremental utilised their unique self-funding business model, Upside Only™.

Upside Only™ allowed food manufacturers to fund the program’s rewards and travel prizes after their distributor partners achieved growth targets.

So for a distributor-partner to enjoy their travel rewards, they must make sufficient sales, including a significant margin, to cover the trip’s cost.

In addition to growing sales, Aloha Canada allowed the food manufacturers to educate its distributor-partners too.

These highly interactive educational components, helped the food manufacturers maintain and manage price-points in a tightly-fought low-growth market.

During the program’s selling period, personalised, data-rich emails updated participants about their progress and their next challenge: reaching the reward program’s next tier.

The program ranked distributor partner into three tiers. These tiers led to increasingly valuable travel rewards. Tier one participants and their partners enjoyed four nights in Hawaii. Tier two participants plus partners received four nights in Hawaii, two nights in Vancouver, Canada, plus a gold class Rocky Mountaineer train experience. In addition to travelling to Hawaii and through the Rockies, tier three participants also enjoyed the picturesque settings of Lake Louise.

During the program, the conversation became, ‘how much more do I need to order’ instead of ‘what is the best price’.

Results

Aloha Canada broke records, both for the number of participants and for total sales.
Following the selling period, each food manufacturer gained between 15% and 30% sales growth.

On average the five food manufacturers elevated their sales 19%, a unique result in a flat market growing at 0.7%.

"Thank you again not only for the amazing trip but really for the past 21 months that I’ve been working with you. The planning and execution of the whole Aloha Canada program has been outstanding. There has always been fantastic service from your team throughout the year and you should be very proud of your team. Clearly that doesn’t happen without great leadership so I wanted to recognise that."

Mal Karmelich

Fonterra Foodservice
National Sales Manager

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