Hood's book of home-made candies, no. 2 / C.I. Hood Co.
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
Like other Hood's premium booklets, it provides genuine standalone value (candy recipes) that ensures it will be kept and consulted, providing repeated exposure to the medical claims and testimonials.
Steal this when
Creating a piece of content marketing intended for repeated reference in the home.