Cash Back Promo for Bonduelle

Sales promotion

Challenge

Bonduelle legumes, despite their nutritional value and versatility, remain a niche product and are not associated with the richness of culinary possibilities. Consumers do not link them with a modern, healthy diet and rarely choose them during their everyday shopping. Typical cashback promotions, focused on a steady refund for combined purchases, only to a limited extent encourage experimentation with new varieties or the discovery of innovative recipes. The challenge lies in breaking established patterns, increasing brand loyalty, and demonstrating that legumes can be the starting point for creative cooking.

Insight

Legumes are not only filling, but they also provide long-lasting satiety thanks to their high fiber and protein content—something consumers are increasingly appreciating. Within the growing group of people seeking healthy, functional snacks, it’s not only about nutritional value but also the pleasure of eating and features such as crunchiness. At the same time, consumers expect inspiration and simple culinary ideas that make it easier to incorporate new products into their daily diet. Legumes can serve not only as a base for lunch or dinner, but also as an ingredient in desserts, snacks, or spreads.

Strategy

Bonduelle introduces a unique cashback model that rewards consumers for choosing the higher-priced product out of two in the basket, while also offering free recipes to break away from the patterns of typical cashback campaigns and encourage testing of different varieties. The entire concept is built on light, engaging communication led by the “Legume Crew,” which inspires culinary experimentation in an attractive way and highlights the versatility of legumes. A key support for the campaign is the dedicated “LegumeBot,” which not only guides users through the promotion, but also builds relationships, educates, and delivers surprising recipes.

Execution

The campaign runs from September 15 to October 31, 2025. After purchasing two Bonduelle products, participants register their receipt on the promotion website. Consumers then receive a refund for the more expensive product and, as an additional reward, gain access to a PDF with filling and creative recipes that prove legumes work not only in traditional dishes but also as a base for healthy meals and surprising desserts. The campaign features a hero-based narrative and is supported by the proprietary “LegumeBot,” available online 24/7 to ensure that interacting with the brand feels modern and enjoyable.

Cash Back Promo for Bonduelle

Challenge

Insight

Strategy

Execution

Our Customers