The Bovril cookery book : containing one hundred recipes for soups, sauces, gravies, entrées, & miscellaneous dishes of all kinds, with a special view to combine high-class cookery & economy : entirely new compilation / published by Bovril, Limited.
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
By providing a book of 100 recipes that specifically call for Bovril (e.g., 'Sausages à la Bovril', 'Chestnut Purée à la Bovril'), the brand embeds itself into the household's daily culinary repertoire. The blank 'Mems.' column turns it into a functional workbook the cook will keep.
Steal this when
When you have an ingredient or tool that can be used in many different ways, and you want to educate the customer to consume more of it.