Hood's Practical Cook's Book: For the Average Household ...
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
The book explicitly targets the 'average household' rather than high-end chefs, making it widely appealing. Requiring a coupon or trade-mark drives purchase of the primary product to obtain the heavily discounted book.
Steal this when
You want to drive product sales by requiring proof-of-purchase to unlock a highly desirable, deeply discounted premium.