Hood's cook book
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 cookbook format ensures the advertising is kept in the home permanently. Placing testimonials between recipes guarantees they will be seen repeatedly over years of use.
Steal this when
You want to create a permanent piece of content marketing that will live in your customer's home and be referenced regularly.