Mother Seigel's book of proverbs / [A.J. White & Co. Ltd.].
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 provides perceived value (a collection of proverbs) to ensure the advertising material is kept rather than discarded. The copy then transitions smoothly from the concept of a 'household word' (like a proverb) to establishing the product itself as a trusted 'household word'.
Steal this when
You are creating a content marketing piece and want to use a thematic hook (like proverbs or quotes) to frame your product as an established, trustworthy solution.