For the first time, Tupperware sells products in Israel through a retail chain.
Sources inform ''Globes'' that Blue Square Israel Ltd. (NYSE: BSI; TASE: BSI) will invest NIS 3 million in a joint marketing program with Tupperware Brands Corporation (NYSE:TUP). NIS 2 million will be invested in the purchase and importing of Tupperware containers, and the rest in a marketing campaign, which will be handled by Sheetrit Media Group Ltd.
Until now, Tupperware has only been sold in Israel through Tupperware parties. This is the first time that the company is selling its products through a retail chain.
Blue Square hopes that the deal will boost customer loyalty and that it will also link the business of its two branded chains, Mega and Mega Ba’Ir. Blue Square customers will receive stamps on all purchases greater than NIS 50, which can be redeemed for purchases of Tupperware containers at the token price of NIS 10-25, compared with the regular price of NIS 50-200.
Blue Square will launch the five-month campaign in early November.
Published by Globes [online], Israel business news - www.globes.co.il - on October 30, 2007
© Copyright of Globes Publisher Itonut (1983) Ltd. 2007