Seasonal offer first

The pattern

This commercial ad is filed under Seasonal offer first.

Define

The season is the offer. National Day, back-to-school, Hajj travel, White Friday. The calendar leads. The SKU follows.

Mechanism

Occasion-first merchandising. When the market is already shopping, burying the number loses to whoever puts 30% in the first line.

Verdict

A real regional occasion will move the category

Why it works

The ribbon turns the flyer itself into a wrapped gift, which casts the chocolate tins below in their Eid role before any price is read. The skyline mixes Riyadh's Kingdom Centre with Makkah's clock tower, placing the greeting in the reader's own country rather than in a generic desert scene. 'اختر أي كيس أرز' puts three 3 kg rice brands under one price, so a shopper keeps their usual brand and still gets the deal.

The big idea

The whole flyer is wrapped like an Eid present, a red ribbon and bow across a Saudi skyline, and inside are the sweets families give at Eid.

The offer

29 June to 12 July 2016: Galaxy Jewels 650 g 37.95 SAR (save 12.55), Quality Street cardamom 850 g 49.95, Monty Bojangles 200 g 25 each, any of three 3 kg basmati rice brands 15.95.

The proof

One struck price with its saving (Galaxy Jewels 50.50 to 37.95) and a promo pack of Quality Street marked 10% off.

Lines from the ad

عيدكم مبارك

Eid Mubarak to you all

اختر أي كيس أرز ٣ كيلو

Choose any 3 kg bag of rice

Steal this when

When a store's occasion offer is mostly gift goods and the whole layout can be dressed as the gift.