The practical handbook of standard soups, sauces & gravies : containing also a selection of tried recipes for entrées, aspic, ragoût, curries, patties, pies, puddings, and numerous other popular savouries, croquettes, kromeskies, quenelles, rissoles, etc. special recipes for invalids, dainty appetites, and delicate digestions
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
Offering a high-value, genuinely useful recipe book ensures it will be kept in the kitchen for years, serving as a permanent advertisement and driving repeated use of the product as an ingredient.
Steal this when
You want to embed your product into the daily routines of your customers by providing a definitive reference guide on how to use it.