10th May 2022

Beko’s 2021 Veg Pledge Initiative awarded Promotion of the Year from the Institute of Promotional Marketing

Beko, the UK’s number one best-selling large home appliance brand, is delighted to announce that their 2021 HarvestFresh™ Veg Pledge Promotion has won Promotion of the Year from the Institute of Promotional Marketing.

The annual Institute of Promotional Marketing (IPM) awards celebrates ground-breaking work that takes place across the promotional marketing industry and beyond. These top industry awards exist to shine a light on genuinely creative activations, rewarding effective, insightful, and exceptional campaign delivery.

The award recognises Beko’s 2021 HarvestFresh™ Veg Pledge Promotion that offered consumers up to £100 worth of free fruit and vegetables with each purchase of a qualifying HarvestFresh™ fridge freezer. For every claim received, Beko donated one box of fresh fruit and veg to Barnardo’s, the UK’s largest children’s charity, offering a helping hand to families across the UK. The Veg Pledge initiative received the top, gold prize at the IPM awards. This prize recognises unique, exciting, innovative incentives that deliver beyond just a consumer benefit.

In 2022, as part of their biggest ever multi-channel campaign, Beko are thrilled to announce the relaunch of their award-winning ‘Veg Pledge’ Initiative. To push the promotion even further, Beko are increasing value of the initiative, offering customers up to £150 worth of free fruit and vegetables, helping to kick start or continue their healthy lifestyle. When claiming this reward, families will be able to custom create their fruit and vegetable boxes from a choice of fresh seasonal produce. Once again, for every customer claim received for the promotion, Beko will also donate a box of fruit and vegetables to a Barnardo’s service user.

Beko are committed to empowering new generations to live healthier, better lives through their appliances. Through promotional marketing, most notably the Veg Pledge Initiative, Beko are consistently achieving their brand ethos, emphasising the importance of healthy living.

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