Brazil, the Home of Tramontina Campaign Clipping 2014 by Tramontina Australia

CLIPPING SOCCER CAMPAIGN 2014

INTRODUCTION The â&#x20AC;&#x153;Brazil, the Home of Tramontinaâ&#x20AC;? campaign was created to showcase the Tramontina Churrasco products in conjunction with the Soccer World cup. As the theme Brazil was being featured in all media, the connection between Tramontina and Australia has never been so strong. As Barbecue is also a strong link between the countries, the focus of this campaign was to feature the Tramontina Churrasco as one of our flagship product line during the campaign. In this document, you will find a summary of the campaign, showing the campaign structure, how to win, participating products as well as events, advertising pieces and warehouse logistics.

CLIPPING SOCCER CAMPAIGN 2014

CAMPAIGN STRUCTURE

TRAMONTINA AUSTRALIA

PARTICIPATING PRODUCTS In order to promote the Tramontina Churrasco products, we narrowed down the selection of products to the Churrasco line and added some extra products with added value.

SKEWERS & ACCESSORIES

STEAK KNIFE SETS

As one of the best sellers in the market, the Jumbo Steak Sets were the first products to be features in the Soccer Campaign.

In order to show variety and promote the original Brazilian Barbecue, we couldnâ&#x20AC;&#x2122;t let the barbecue skewers our of the campaign.

BARBECUE KNIFE SETS

We also wanted to show the importance of having good knives for different purposes. During one of the demonstrations, we showed customer why they should have one knife only for Barbecue purposes.

CUTLERY SETS

The 12pc Polywood barbecue knife set is spread around Australia and distributed by many clients. Other cutlery sets such as 6pc Jumbo Forks and Long Handle forks were promoted during the campaign to complement the Jumbo sets.

CLIPPING SOCCER CAMPAIGN 2014

All participating products had a side-corner sticker onto their gift boxes.

BARBECUE TROLLEYS

Apart from selling the Barbecue Trolleys, we also used them as a display unit in selected stores. This action gave us the flexibility to exhibit the products as well as sell the item itself.

SPECIALTY KNIVES & SETS

As a way to promote Tramontina as not only Churrasco, but quality knives, we also featured the Tropeira and Campeira line as well as the Century line in sets of three. The Professional Masters line was indeed an addition to the line, showing versatility for professional usage.

TRAMONTINA AUSTRALIA

PARTICIPATING CLIENTS These are some of the participating clients we had during the campaign. In order to make it easier for final customers to find the participating stockists, a link on www.tramontina.com.au homepage was added to guide the users to the Store Locator page, on http://www.tramontina.com.au/store-finder.html.

RETAIL & DISTRIBUTORS

Super Skewer

The last skewer youâ&#x20AC;&#x2122;ll ever buy!

Medhurst KITCHEN EQUIPMENT

SHANLEY KNIVES WHOLESALE KNIFE SUPPLIER TO AUSTRALIA

KIZLYAR

Knives & Outdoor Gear

CLIPPING SOCCER CAMPAIGN 2014

RESTAURANT CHAINS

TAPOO ROBINS EXPORT EXPORT

ITA

HARDWARE

VANOD PATEL

TONGS CORPORATION

AU BON MARCHE

REPREX

Importateur Grossiste

WILCO HARDWWARE

TRAMONTINA AUSTRALIA

HOW DOES THE CAMPAIGN WORK? The way this campaign works is very simple: The customer purchases the product, scratch the card that comes inside the box and if they win, they get a free soccer ball instantly. From the Stockist perspective, it is also very simple: There was no extra cost in participating in the campaign. All merchandising items were free. The store only had to order stock and everything came together with it.

01 PURCHASE

Client purchases a participating product in any participating store.

CLIPPING SOCCER CAMPAIGN 2014

02 SCRATCH CARD

Customer scratches the card in order to find whether he won a soccer ball.

03 AWARD

After finding a WIN scratch card, customer wins an exclusive Tramontina Soccer Ball.

TRAMONTINA AUSTRALIA

CAMPAIGN INSTRUCTIONS SOCCER CAMPAIGN TERMS & CONDITIONS

NSW PERMIT LTPS/13/09657

HELLO! AS YOUR VENUE IS PARTICIPATING ON THE “BRAZIL, THE HOME OF TRAMONTINA” CAMPAIGN,!

we put together some helpful information on how the campaign works. This includes responsibilities, procedures and campaign Terms & Conditions.! THIS IS A SUMMARY ON HOW TO CAMPAIGN WORKS ON AN IN-STORE LEVEL. REFER TO TERMS&CONDITIONS FOR MORE INFO.

1. HOW PRIZE IS WON!

Inside every Participating Product’s box there is one Scratch Card with two outcomes: WIN & NOT WIN.

Customers who ﬁnd the WIN scratch card must claim prize Instantly in-store and Store must award the prize of one Soccer Ball Number 5 (sku: 38906/001).!

Store staff must keep the Used “WIN” scratch card as a proof the prize has been awarded. Sales representatives will collect the card or we will ask you to post it back to Tramontina at the end of the campaign.!

! !

*not all products with the Brazil Sticker are participating on the campaign. For information on what are the participating products, please refer to attached excel or www.tramontina.com.au/brazil2014.!

SOCCER CAMPAIGN TERMS & CONDITIONS

NSW PERMIT LTPS/13/09657

2.RESPONSIBILITIES! CUSTOMER RESPONSIBILITY

STORE RESPONSIBILITY

1. To purchase participating items from Tramontina.!

1. Upon order is received, check and count whether amount of soccer balls received is the same as stated in the order paperwork.  * If any item is missing, store must report to Tramontina immediately.!

2. To use scratch card enclosed in goods Immediately in-store.! 3. Not to claim scratch card in any other participating store.!

WIN

Upon product purchase, Customer ﬁnd a WIN SCRATCH CARD.

In-Store Staff   awards customer with ONE prize (sku. 38906/001)

In-Store Staff keeps the win cards for sales reps to pick up or to send to Tramontina.

2. To check and validate whether Customer has won the prize by collecting WIN Scratch Card. ! 3. To Ask Customers to scratch the card in-store.! 4. To only award Customers who have won by ﬁnding a WIN Scratch Card inside purchased participating product.   * Extra items will not be

3. SCRATCH CARD STRUCTURE!

The campaign has only two scratch card outcomes: WIN and NOT WIN. Below you can ﬁnd the image of both of them. Each card comes with a unique Code for future reference and validation by Tramontina & the Ofﬁce of Liquor, Gaming & Racing NSW.!

4. THE PRIZE!

The prize is ONE Tramontina Soccer Ball Number 5 (sku 38906/001) only.   Each Scratch card only awards ONE prize. Prize can not be redeemed in cash or exchanged for any other products in-store.!

5. TERMS&CONDITIONS!

Please refer to the campaign Terms & Conditions for complete details.! For speciﬁc Information regarding the campaign, contact your Sales Representative  or Hallan Moulin at hmoulin@tramontina.com.au or +61 (02) 9674 1799.

Terms & Conditions can also be found online at www.tramontina.com.au/brazil2014

CAMPAIGN INSTRUCTIONS

All participating clients received a Campaign Instructions envelope explaining all the details on how the customers win, what is the store responsibilities as well as the customer’s duties during the campaign

CLIPPING SOCCER CAMPAIGN 2014

MERCHANDISING USE

Upon the delivery of the Merchandising promotional items, we supplied a letter explaining and suggesting the use for each of the items just so the campaign would run smooth and generate both sales and brand awareness.

BRAZIL, THE HOME OF TRAMONTINA MERCHANDISING ITEMS

RETAIL

HELLO! AS YOU JOINED US IN NOVEMBER FOR THE “BRAZIL, THE HOME OF TRAMONTINA” CAMPAIGN,!

we are now sending you some merchandising material based on your total order value from November/13 to Mar/2014. These items are a way of supporting our products in your venue and promote more sales for both of our companies. !

MERCHANDISING ITEMS & SUGGESTED USE!

The main message of this campaign is that Tramontina is a quality Brazilian manufacturer bringing exclusive and traditional products to the Australian market. Supplying merchandising materials that bring Brazil and Australia together strengthens the link between our cultures and therefore bring brand awareness for Tramontina in Australia.

Soccer Ball Nº 1!

Drawstring Bag

To be distributed to To be used as a your best clients and “carry bag” for for those spending customer buying over $120 in Churrasco Products.! Tramontina products. You can tell them if When a customer buy they buy X, they get any Tramontina this soccer ball for Churrasco products, free. It is up to you to place it inside the promote the sale. ! Drawstring bag for   the customer to take This item does not home. This Promotes limit the customer to the brand and the win the Soccer Ball nº promotion around the shop location, driving 5 from the Scratch more customers Cards inside inside. Participating Products.

SOCCER CAMPAIGN TERMS & CONDITIONS

NSW PERMIT LTPS/13/09657

The “BRAZIL, THE HOME OF TRAMONTINA” scratch cards (“Promotion”) commences on the 1st May 2014 and ends in the 1st of July 2014.   “Participating Products” are Tramontina Churrasco and Tramontina branded products sold in-store only. Online e-commerce websites’ product stock are not considered “Participating Products”. Not all stocked products are participating on this promotion and availability of the participating products in-store are subject to the store owner. A complete list of Participating products can be found at www.tramontina.com.au/brazil2014. ! “Participating venues” are retail stores, restaurants as well as any other offline commercial establishment which purchases the “Participating products” during the “Promotional Period”. A list of participating venues can be found at www.tramontina.com.au/brazil2014.! The Promotion comprises of instant, predetermined prize of one units of a Tramontina themed soccer ball to be won throughout “Win” instant-win scratch cards. (“Prize”). ! The promotional period commences on 1st of April 2014 and ends in 1st of July 2014. (“Promotional Period”).! ELIGIBILITY! 4. Participation in the Promotion is limited to persons who:! purchase any of “Participating Products” in “Participating Venues”; ! reside in Australia during the “Promotional Period”; ! (“Eligible Entrants”).! 5. Directors, management and employees of any of Tras Marketing & Sales Pty Ltd (including, without limitation, Tramontina brand employees) and their immediate families are not eligible to participate in the Promotion.! PARTICIPATION! To enter the promotion competition, entrants must purchase any “participating products” at the “participating venues”.  Entries are subject to product purchase at its normal price and should not have any increase in price due to the promotion. There is only one single entry per unit of purchased product. Multiple entries are accepted upon purchasing new items.! PRE-DETERMINED “WIN”! 1,000 (one thousand) units of ”Scratch Cards” are pre-determined to win “prize”. Remaining Scratch Cards have no prize and can not be redeemed, replaced or exchanged for a “prize” or another Scratch Card.  SELECTION! The winners of the Promotion are subject to finding the pre-established “win” scratch card inside any “participating products” box during the “promotional period”. The win scratch cards are randomly placed inside the product’s box in a ratio of at least one per product master box. None of the “participating venues” have access to which specific box has a winning Scratch Card. Chance in selecting the winning product box plays the only part in determining the winner. !

PRIZES  The prizes comprise One Tramontina themed soccer ball for each “winner” scratch card. The total number of “winner” scratch cards printed for distribution during the “Promotional Period” is 1,000 (one thousand units). The prize must be claimed instantly after the purchase in-store and can not be redeemed or claimed in another venue/ofﬁce or online. Once prize has been awarded, in-store staff or participant must destroy the winning Scratch Card. No prizes can be claimed if not instantly in-store. !

CAUTION: ANY ATTEMPT TO DELIBERATELY DAMAGE ANY SCRATCH CARD, WEBSITE OR THE INFORMATION ON A WEBSITE OR SCRATCH CARD, OR TO OTHERWISE UNDERMINE THE LEGITIMATE OPERATION OF THIS COMPETITION, MAY BE A VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, WHETHER SUCCESSFUL OR NOT, THE PROMOTER RESERVES THE RIGHT TO SEEK DAMAGES TO THE FULLEST EXTENT PERMITTED BY LAW. !

At the end of the lottery all existing claims to prizes and entitlements will be met notwithstanding the advertised prize pool has been exceeded.!

GENERAL!

All prizes from the advertised total prize pool will be distributed during, or after the completion of, the lottery. Unclaimed and Undistributed remaining advertised prizes will continue to be distributed as per normal means along with Participating Products until all prizes are delivered to the Participating Venues.! Participating venues are responsible for delivering the supplied & pre-determined prizes to winners. The “Promoter” is not responsible for any misuse of supplied prizes and materials by the Participating Venues.! TECHNICAL ISSUES! If for any reason this competition is not capable of running as planned, including tampering, unauthorised intervention, fraud, technical failures or any other causes beyond the control of the Promoter which corrupt or affect the administration security, fairness, integrity or proper conduct of this competition, the Promoter reserves the right in its sole discretion to disqualify any individual who tampers with the entry process, and to cancel, terminate, modify or suspend the competition.! The Promoter assumes no responsibility for any error, omission, interruption, deletion, lack of in-store stock, delay in operation or transmission, communications failure, theft or destruction or unauthorised access to, or alteration of, the promotional material, including scratch cards, product stock and advertising material. Errors and other matters outside the control of the individual player are not used as a sole basis for refusing to award a prize. Errors and other matters that arrive will be analysed by the Promoter in order to ﬁnd the best possible solution.! The Promoter is not responsible for any problems or technical malfunction of any telephone network or lines, computer online systems, servers or providers, computer equipment, software, failure of any email or entry to be received by the Promoter on account of technical problems or trafﬁc congestion on the Internet or at any Website, or any combination thereof, including any injury or damage to participant's or any other person's computer related to or resulting from participation or downloading any materials in this competition. !

Individual Prize is valued at $9.90 and the total possible prize pool is about $10,000 or less in value. ! Entries and the Prize cannot be redeemed for cash or other goods and services and is not transferable to another party.! The Promoter reserves the right to cancel or change the prizes offered under the Promotion if there are any changes to the law that would or might render the Promotion or any prizes offered under the Promotion unlawful. ! The Promoter’s decisions in relation to the conduct of the Promotion are final. No correspondence will be entered into. ! To the extent that a situation or issue arises for which these terms and conditions make no provision or in relation to which the relevant terms and conditions are unclear, the Promoter reserves the right to make a decision regarding such situation or issue in its sole and absolute discretion and such decision will be final and binding. ! Participation in the Promotion by an Eligible Entrant confirms acceptance of the terms and conditions governing the Promotion including but not limited to the indemnity and exclusion clauses contained herein.! Subject to any applicable law that cannot be excluded, the Promoter nor their related bodies corporate, shall be liable for any loss, damage or injury suffered or sustained (including but not limited to direct or consequential loss or loss arising from negligence) arising directly or indirectly out of or in connection with the Promotion or the Prize. ! Should a prize winner consent to having their photograph taken, they consent to having their name and photograph published in any form of media and agree to participate in any reasonable promotion requested by the Promoter, without reward. ! All monetary values expressed in this document are expressed in Australian currency. ! The laws of the state of New South Wales govern the Promotion.! A copy of the terms and conditions governing the Promotion can be obtained from http:// www.tramontina.com.au/brazil2014 during the Promotional Period. ! 31. “The Promoter” of the Promotion is Tras Marketing & Sales Pty Ltd ABN 82 107 466 937 of Unit 7, 167 Prospect Hwy, Seven Hills NSW 2147.

Terms & Conditions can also be found online at www.tramontina.com.au/brazil2014

Hacky Sack!

To be distributed to children accompanying their parents in-store or passing by.!

Every children love gifts and every parent loves not to spend extra money to keep their children happy.    Be nice with children and they’ll remember you forever.

T-Shirts!

To be distributed to your best clients and in-Sore staff.!

This exclusive Tramontina TShirt was made specially for the World Cup, featuring the Green and Gold from Australia, which is also the Brazilian ﬂag colours. !

Pen!

To be distributed and used to in-store staff handed to clients for credit card signing.!

Promotion Terms & Conditions can also be found online at www.tramontina.com.au/brazil2014

TERMS & CONDITIONS

Due to the Australian legislation for Trade Lottery, we also prepared a full Campaign Terms & Conditions. These rules were uploaded to both our website and to the Australian Gambling and Liquor authority. 13

CLIPPING SOCCER CAMPAIGN 2014

PROMOTIONAL MATERIAL

TRAMONTINA AUSTRALIA

MERCHANDISING PROMOTIONAL In order to engage customers and retail clients in the ‘Brazil, the home of Tramontina” campaign, we developed some merchandising promotional products to give away for free upon a minimum order quantity of the Participating products.

• • • • • • •

Tramontina Blue Pens Blue Cap Green & Yellow (Gold) hacky sack Drawstring bags Sublimated T-Shirts Soccer Ball size 1 Soccer Ball size 5

CLIPPING SOCCER CAMPAIGN 2014

• PROMOTIONAL ITEMS •

TRAMONTINA AUSTRALIA

CLIPPING SOCCER CAMPAIGN 2014

• T-SHIRT •

TRAMONTINA AUSTRALIA

• POSTERS •

CLIPPING SOCCER CAMPAIGN 2014

TRAMONTINA AUSTRALIA

• PROMOTIONAL ITEMS & BANNERS •

CLIPPING SOCCER CAMPAIGN 2014

TRAMONTINA AUSTRALIA

• LEAFLETS • As we would like customers to enjoy the games whilst enjoying Tramontina products, we developed this leaflet material in which customers could follow the game and keep the leaflet for after purchase use.

CLIPPING SOCCER CAMPAIGN 2014

The soccer leaflet was supplied inside every participating product as well as in bulk, inside an Acrylic Leaflet display just so customers could pick up the material in-store and take home.

TRAMONTINA AUSTRALIA

• DISPLAY POSSIBILITIES • Wooden Churrasco table as a cheaper option to the barbecue trolley. Some stores decided to use Belém Trolley instead of this model, since they could also sell the piece.

CLIPPING SOCCER CAMPAIGN 2014

TRAMONTINA AUSTRALIA

• DISPLAY POSSIBILITIES • By utilizing the same Display Tramontina currently has, and only changing the header, we could offer this other option to customers according to their floor space.

CLIPPING SOCCER CAMPAIGN 2014

TRAMONTINA AUSTRALIA

• DISPLAY POSSIBILITIES • The current Tramontina Metal Wall Display was also used as one option to display products in-store. Clients were offered the customized display for the Campaign with a banner featuring the Green & Gold colours.

CLIPPING SOCCER CAMPAIGN 2014

ONLINE PRESENCE

TRAMONTINA AUSTRALIA

• HOTSITE • The hotsite for the campaign ‘Brazil, the Home of Tramontina” had further information on how the campaign works as well as the full Terms & Conditions. It gave customers a deeper knowledge of what Tramontina offers and also gave us the legal backup needed to run the campaign in Australia.

HOME PAGE

Working a dashboard with all the basic information of the campaign, the Home Page featured rotating banners.

CLIPPING SOCCER CAMPAIGN 2014

TRAMONTINA AUSTRALIA

• WHERE TO FIND •

TERMS & CONDITIONS

The full Terms and Conditions were compliant to the Australian Liquor and Gambling association.

WHERE TO FIND

As a way to facilitate customers to find participant stores, we added a “store locator” to the website where customer could put their postcodes and find their nearest stockist.

CLIPPING SOCCER CAMPAIGN 2014

• PARTICIPATING PRODUCTS•

PARTICIPATING PRODUCTS

The participating products page showed the main products in the campaign as well as gave a link for customer to download the full list of participating products in the campaign.

TRAMONTINA AUSTRALIA

â&#x20AC;˘ NEWSLETTERS â&#x20AC;˘ Some newsletters were made during the campaign to promote the participating products to participating stores. We put together some bundles and special prices in order to motivate the stockists to have variety of Tramontina products in-stores.

CLIPPING SOCCER CAMPAIGN 2014

Towards the end of the campaign, we doubled the win ratio of Soccer Balls to motivate and generate more WINS in-stores.

TRAMONTINA AUSTRALIA

• CUSTOMERS NEWSLETTERS •

Our clients also released part of the campaign on their newsletters and articles pages. Peters of Kensington advertised the Brazilian Barbecue event along with some of the Tramontina Churrasco products they stock.

CLIPPING SOCCER CAMPAIGN 2014

• FEATURE ON CUSTOMER WEBSITE •

ADVERTISING & MEDIA

TRAMONTINA AUSTRALIA

Retail

CLIPPING SOCCER CAMPAIGN 2014

The advertising campaign with Ooh! Media focused in advertising the Soccer Campaign and showcase the flagship of Tramontina in Australia: The Jumbo Steak Knives and the Churrasco Campaign The campaign will be spread around Australia in order to target and support specific customers that are participating on the campaign “Brazil, the Home of Tramontina”. Shopping centres are a powerful media destination: • An average frequency of 2 visits per week, • 70% of brand decisions are made at point of purchase • 40% of all retail sales in Australia are from shopping centres • 50% of Australians household income is spent at shopping centres

TRAMONTINA AUSTRALIA

LOCATIONS The advertising campaign with Ooh! Media featured thirteen locations spread across Australia. Below you can find the list of all locations in which the “Brazil, the home of Tramontina” campaign was published.

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• • • • • • •

Castle Towers Chatswood Chase Rhodes Shopping Centre Westfield Bondi Junction Westfield Hornsby Westfield Penrith Cairns Central Caneland Central Robina Town Centre

• • • • • •

Stockland Cairns Sunshine Plaza (QLD) Westfield Carindale Westfield Chermside Chadstone Shopping Centre Melbourne Central

CLIPPING SOCCER CAMPAIGN 2014

KING OF KNIVES CHATSWOOD CHASE NSW - CHATSWOOD CHASE

TRAMONTINA AUSTRALIA

STOCKLAND CAIRNS SHOPPING QLD - EARLVILLE

CLIPPING SOCCER CAMPAIGN 2014

KING OF KNIVES ROBINA CENTRE VIC - ROBINA

CLIPPING SOCCER CAMPAIGN 2014

IN-STORE PRESENCE

TRAMONTINA AUSTRALIA

Peters of Kensington Product Island on 2nd level

Peters of Kensington Trolley - Store Entrance

CLIPPING SOCCER CAMPAIGN 2014

The in-house chef at the Peterâ&#x20AC;&#x2122;s of Kensington Stores was doing some Soccer ball cupcakes on the same day as the Barbecue on the 14/07/14.

Peters of Kensington Cupcake making

Peters of Kensington Demonstration Kitchen with Soccer Theme

TRAMONTINA AUSTRALIA

Julie with dyed hair during Barbecue Event

front

Visit Tramontina online at www.tramontina.com.au

STAFF GIFT In-store staff of participating stores were gifted with Brazil, the home of Tramontina campaign promotional material so they could weat the shirt during the campaign as well as familiarize with the brand.

back

CLIPPING SOCCER CAMPAIGN 2014

Peters of Kensington

Meat Emporium with Soccer Balls hanging from the ceiling

Meat Emporium

TRAMONTINA AUSTRALIA

• POK FRONT WINDOW •

3D MockUp

Real Application

CLIPPING SOCCER CAMPAIGN 2014

• POK LIFTS •

TRAMONTINA AUSTRALIA

• LIFT VYNIL PRINT •

CLIPPING SOCCER CAMPAIGN 2014

• FRONT WINDOW DISPLAY •

POK lifts & front window

TRAMONTINA AUSTRALIA

• KOK WINDOW SHOP•

CLIPPING SOCCER CAMPAIGN 2014

Right before the campaign started, of the King of Knives franchise gave us a front window to feature the Churrasco Products. This window was located in a premium location inside the Shopping Mall. After the campaign started, they kept the Churrasco window for one more week.

TRAMONTINA AUSTRALIA

• PRODUCT DISPLAY 1888 CERTIFIED•

CLIPPING SOCCER CAMPAIGN 2014

• FRONT WINDOW 1888 CERTIFIED•

1888 Certified Soccer Ball Giveaway

TRAMONTINA AUSTRALIA

King of Knives Chatswood Shop Window

CLIPPING SOCCER CAMPAIGN 2014

King of Knives Penrith Shop Window

CLIPPING SOCCER CAMPAIGN 2014

EVENTS & DEMONSTRATIONS

TRAMONTINA AUSTRALIA

HOW TO BRAZILIAN BARBECUE? We organized a range of events throughout the campaign. The events were categorized by Barbecues & Cooking Demonstrations. The Barbecue events were opened to the public and happened from 11am to 2pm in selected locations. Customers could simply pop-in and eat some delicious picanha and sausages prepared in a charcoal barbecue by the company Barbicrew (www.barbicrew.com.au)

During the world cup we had organized a Cooking Demonstration at the Kensington Store of Peters of Kensington as well as some Barbecue Events on the outside of selected clients, such as Meat Emporium. The second category of event was the Cooking Demonstrations. Chef Carlos Pancorbo cooked some Brazilian dishes and explained why Tramontina is the best brand for Churrasco. The highlight of the events were the hands on demonstrations on the difference between Steak Knives, such as Porterhouse, Jumbo and Cronos/Polaris. Cooking shows demonstrated an efficient way to sell products on spot, since Customer are experiencing it being used.

CLIPPING SOCCER CAMPAIGN 2014

• BBQ AT MEAT EMPORIUM •

Meat Emporium Barbecue 21/06/2014

TRAMONTINA AUSTRALIA

• BBQ AT PETER’S OF KENSINGTON •

POK Barbecue 28/06/2014

CLIPPING SOCCER CAMPAIGN 2014

POK Barbecue 14/06/2014

TRAMONTINA AUSTRALIA

• COOKING AT PETER’S OF KENSINGTON • The Event started small, with around 15 people watching and quickly grew to more than 40 people standing to learn more about the Brazilian way of Barbecuing.

At the end of the 3 hours event, we drew four prizes from the Churrasco Line: 3pc Barbecue Knife set, 5pc Barbecue Knife set and 2x 6pc Polywood® Jumbo steak knife sets.

Che Carlos Pancorbo cooked some traditional Brazilian dishes such as Picanha and “Feijão Tropeiro” as well as a mix of cuisines, represented by the Vinaigrette Mussels.

All participants of the event received the Soccer Campaign promotional material such as the Soccer Balls, Drawstring bags as well as a Recipe Collection with the recipes cooked during the cooking demonstration.

POK Cooking Demonstration - Chef Carlos showcasing the variety of Tramontina Steak Knives

CLIPPING SOCCER CAMPAIGN 2014

POK Cooking Demonstration - Prize giveaway

Product showcase during the demonstration.

TRAMONTINA AUSTRALIA

• SPONTANEOUS EVENTS • A group of kids from a local school promoted Tramontina Soccer Items together with their funding event “Cakes & Truffles” and prepared a creative and elaborate video to promote the campaign in June/July 2014. During the campaign, a group of kids from a local school contacted us and asked for support on their school work. They were supposed to sell Cakes & Truffles during a school event and they wanted to use the Tramontina Promotional Items to promote the event and generate more sales for their Cake & Truffle event.

As we donated the promotional items, the kids group also made a “TV Ad” to promote the event on youtube, the local school Tvs and other mediums of their own. The results were awesome and the creativity of these kids showed that we can do a lot with a simple Soccer Ball and other promotional materials on hand.

The Video can be watched online: http://youtu.be/GHQJaWyi9Zo

CLIPPING SOCCER CAMPAIGN 2014

LOGISTICS

TRAMONTINA AUSTRALIA

WAREHOUSE LOGISTICS In order to comply with the campaign’s rules and strategy, all participating products left the warehouse with a few extra pieces: Soccer leaflet, Scratch card, participating corner sticker and the merchandising products. All Churrasco products assembled in Australia were tagged, labeled and inserted with the campaign’s leaflet and Terms & Conditions to be entitled to win an exclusive soccer ball instantly.

• MERCHANDISING AT THE SEPARATION AREA •

CLIPPING SOCCER CAMPAIGN 2014

• ASSEMBLING THE PRODUCTS • In order to comply with the campaign’s rules and strategy, all participating products left the warehouse with a few extra pieces: Soccer leaflet, Scratch card, participating corner sticker and the merchandising products. All Churrasco products assembled in Australia were tagged, labeled and inserted with the campaign’s leaflet and Terms & Conditions to be entitled to win an exclusive soccer ball instantly.

All participating products’ master carton boxes were labeled with a “Soccer Ball sticker” in order to help locating the participating products as well as helping the in-store staff knowing how many “Wins” is inside the specific carton.

2. Products are put back to their master cartons

1. Steak Knife set with leaflets & scratch card

3.Promo Item + Terms & Conditions are added

4. Final carton is labeld with Soccer Sticker.

TRAMONTINA AUSTRALIA www.tramontina.com.au Clipping “Brazil, the Home of Tramontina” - Nov-July 2014