- Two packaged foods brands are stepping as much as alleviate the pain of summer travel as consumers head right into a hectic Labor Day Weekend.
- RXBar, the protein bar marketed by Kellanova, is offering a $500 bank-issued prepaid gift card to assist cover the prices of vacation plans which were canceled or delayed as a result of unexpected circumstances this season, per a press release.
- Clorox-owned Hidden Valley Ranch is assisting with checked bag fees for fans who pack a bottle of its dressing, which usually comes in containers too large for carry-ons, and snap an image for Instagram, an announcement said. The stunts underscore how brands are capitalizing on mounting consumer frustrations with the state of travel.
U.S. airports this summer have been suffering from technical glitches, air traffic control close calls and inclement weather — all while handling a number of the busiest holidays for travel in over a decade. The result has been plunging levels of customer satisfaction, an issue for categories like airlines but a possible opportunity for brands not endemic to travel.
RXBar and Hidden Valley Ranch are angling to grow affinity amid the chaos by lessening a number of the burden for consumers, not less than on the financial front. Both are offering to comp a portion of travel costs in the gear-up for Labor Day, provided people fork over some personal information or post about their fandom online.
RXBar’s $500 gift card is accessible to those that fill out a form with their name, email, date of travel and the reason why their trips got hamstrung. After a two-week period ending Sept. 4, the Kellanova snack marketer will select winners of the Get Out of Travel B.S. Free Card, which comes in a custom-branded sleeve and complemented by a five-count protein bar box.
The effort is an element of RXBar’s larger platform combating B.S., which this 12 months has tackled topics starting from unhealthy New Year’s resolutions to mind-numbing corporate jargon. The concept is aligned with the brand’s ethos of simplicity and transparency, embodied in bars that display a straightforward list of ingredients on the front of the pack.
Hidden Valley Ranch meanwhile is poking fun at one other common airport headache: security limits on the quantity of liquid that will be kept in carry-on bags. Those who pack Hidden Valley Ranch in their checked bag and share an image on Instagram between 1 p.m. ET on Aug. 29 and 11.:59 p.m. ET on Sept. 1 with the hashtag #PackYourHiddenValleyRanchOffer and a @Hidden.Valley tag have the possibility to receive a $35 prepaid gift card.
The Clorox brand’s offer is eligible for the primary 1,000 customers who post about their ranch-ready bags. Winners shall be notified via direct messages from Hidden Valley on Sept. 2 so that they can claim a reimbursement.
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