Practical cooking recipes : together with health suggestions concerning the use of Lydia E. Pinkham's vegetable compound and other Pinkham medicines.
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 uses the Trojan Horse strategy: providing a genuinely useful household item (a recipe book) to ensure the promotional material and testimonials stay in the home and are seen repeatedly.
Steal this when
You want to bypass advertising filters by embedding your sales message inside highly useful, frequently referenced content.