There were a couple of immediate issues. Point of sale has very little room for copy. It has to communicate with foot traffic moving around a store, so it will be restricted to a short headline and a few lines of copy. There is no room for a long background story or much information about the product.
The prize packaging could serve that role but that had been canned.
We were asking farmers to buy something to get the chance to win something – that is a classic promotion. Farmers had to spend money to get the chance (not guaranteed) of winning a grey woollen blanket. I was not convinced farmers would view that as “support”.
It was great that the prize was made from wool but not very exciting – like offering a meat pack to an audience of butchers.
The good thing was that there were 300 prizes, so a high likelihood of winning. A woollen blanket is valuable and relevant, whether the sheep farmer was rearing their sheep for meat production or wool.
But would it be viewed as support? You are asking them to spend money after all. So, if I have a message that says, “We’re supporting farmers by running a promotion, giving you the opportunity to win a woollen blanket.” Is that believable?