Every mother's book / [Alfred Fennings].
The pattern
This still is filed under Utility premium.
Define
The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.
Mechanism
Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.
Verdict
We can give something people will actually use next week.
Why it works
It acts as a trusted reference guide that mothers will keep on hand for emergencies. By offering general childcare advice (sleep, fresh air, habits) alongside product recommendations, it builds credibility and reciprocity, making the mother more likely to trust the brand's medicines when her child falls ill.
Steal this when
When you can provide genuinely useful reference material that naturally creates a need for your product in the context of solving specific, recurring problems.