Funky fashion as part of Croky’s loyalty program
Croky is a Chips and Snacks brand by Roger & Roger in Belgium and the Netherlands.
Industry: Consumer goods
Company Size: +500
Extra: In 2015, Croky became the name sponsor of the cup competition in Belgian soccer.
Topic: Customer gifts
Croky is a Belgian brand that sells potato chips and potato snacks. The Belgian company has 350 employees and serves customers in more than 20 countries. Even though they are a smaller player, without the biggest media budgets of other international players, they have lots of fans and thus ambassadors. To activate those more silent ambassadors, they have to come up with fun & eye-catching promotions to stand out. To be close to their consumers, they set up a customer loyalty program. How? After more than 20 years of absence, the flippo made its comeback. By collecting the coins hidden in Croky's various chip bags, customers can exchange them for cool Croky apparel. What tool is more powerful than branded fashion to transform customers into real ambassadors? Exactly! Read the full case below.
After more than 20 years of absence, the legendary flippos are back! You can find the coins in bags of chips from manufacturer Croky.
The comeback is due to a huge promotional, loyalty campaign where customers can exchange the coins for cool gifts! And what’s cooler than Croky apparel?
In this customer story it’s all about rewarding positive brand ambassadorship with unique branded apparel.
Croky: Belgian brand that sells potato chips and potato snacks.
The Croky brand has existed since 1966 in Flanders, when the Huyge family came up with the idea to commercialize crispy potato slices. They baptized the brand Croky, in tribute to their recently departed family parrot. Croky is currently sold in more than 30 countries worldwide and is meanwhile owned by the Belgian family company Roger & Roger, which is based in Mouscron. The production of Croky chips therefore takes place at the factory in Mouscron. Croky hopes that the coins will create as much hype as the flippos before.
The goal of their campaign is to add as many Croky fans as possible to the Croky community. Since they were looking for a fun and quality way to create loyalty, they joined forces with Sunday. There are many ways to build a powerful tribe of ambassadors. In our extensive experience we learned that personalized fashion is the key accelerator in any ambassador marketing strategy.
“We needed a company that could bring quality and above all creativity. Therefore we decided to work with Sunday because the examples in their portfolio showed that they were the ideal partner as a fast growing Belgian business."
By rewarding positive brand ambassadorship with unique branded items, Croky will motivate real ambassadors. “The first question we asked ourselves was; What do our customers like? What items would you want to save coins for? It’s definitely a trend to have your own company fashion collection. Collections of Zeeman, Lidl and Ikea are very popular. So that’s what we wanted, bringing our brand into the spotlight through apparel.", says Marlies Vergote, Junior Product Manager.
Nostalgic and revolutionary twist
Feeling nostalgic? The coins definitely remind us of our childhood, playing and collecting flippos with friends. The kids from back then are now parents themselves and get the chance to enjoy the flippo nostalgia. By collecting the coins hidden in Croky's various chip bags, customers can exchange them for cool Croky apparel, vouchers for a lovely day trip or a unique Croky NFT. Each coin is worth 100 points. Through the QR code, that brings you to the platform, you can start saving coins for your prefered items. From flippos to NFTs, their campaign definitely has a nostalgic and revolutionary twist. As in the design choice of the clothing we continued with the same twist.
Last year Croky turned 55, so they went through more than half a century of fashion trends! Since the loyalty program was about reconnecting the past with the present, they really wanted to go for that 80s vibe. Croky chose to work with sweaters, T-shirts, towels and socks, because these are the items following Croky are the most visible when being worn. Even though the towel may be more seasonal, it's a really nice item. Together with their creative team we created a striking, fashionable collection. The result? Items that match both their brand guidelines and the relevant 80s trends perfectly.
“Some 4 million coins will be produced, so we hope the campaign will create as much hype as it once did. We already got quite a few reactions in the mailbox of our customer service, a lot of people are experiencing their second childhood. It’s lovely to see!”
A promise of awesome, quality fashion
Croky already has a lot of silent brand ambassadors, so the first quick win was activating these people. By implementing wearable branded items, you motivate real ambassadors. Real ambassadors that will wear the apparel everywhere, therefore massively increasing the visibility of Croky. And since it's not a give-away, the customers will only wear the apparel they saved for and therefore want. So as a bonus, we help them eliminate waste by making items people want to wear and use.
The loyalty program will be displayed both in Belgium and in the Netherlands and will last a little over three months. Customers have until October 2022 to redeem the coins. To launch the campaign, they work with both large and small influencers to whom they send a branded gift box with chips bags and our branded fashion. Influencer marketing has a goal to advocate and engage Croky’s brand's message. As part of this, the influencers present their content to their audience, increasing even more brand awareness and helping to convert their audience into Croky’s customers.
“The quality of the items is fantastic. You really radiate quality company fashion, it is not just a standard pitch but also a promise. Thanks to our Snack Cracks at Roger & Roger and the pleasant and seamless cooperation with Sunday, we’ll be able to give our Croky Fans a nice little extra the upcoming 3 months!”