Product samples for immigrants

new Canadians are the target of a marketing program designed to introduce them to brand name food and household products.Canada Welcome Packs, containing 20 non-competing brand-name products, are distributed through Food City, Price Chopper and selected iga stores to search out...

new Canadians are the target of a marketing program designed to introduce them to brand name food and household products.

Canada Welcome Packs, containing 20 non-competing brand-name products, are distributed through Food City, Price Chopper and selected iga stores to search out a market segment hard to reach through traditional advertising.

The program is the brainchild of marketing consultant Knut Brundtland.

It provides a vehicle for manufacturers to introduce samples of their products to newcomers, and follow-up research has found that repurchase rates average 75%.

Any newcomer who has lived in Canada for less than 24 months can receive a pack by filling out an application form, available at many ethnocultural centres and immigrant societies in southern Ontario.

Those eligible are sent a certificate and can collect their pack at the Food City or Price Chopper store most convenient to them.

All costs are covered by the manufacturers, other than a five-cent charge at the store to satisfy government requirements related to drug products included (mouthwash and toothpaste.) SW