For those who are unfamiliar with the letters GWP, they stand for "gift with purchase" and as it sounds, it's usually a little trinket a buyer receives after buying something else. Usually, but not always, a company will do this type of promotion jointly with another company and together, they each have the opportunity to promote their product/brand. The best part is that the consumer generally wins because the GWPs tend to come with items one is already going to buy or is already willing to buy.

Lider, a (former) Chilean hipermarket purchased by the monster known as Walmart, is not one of my favorite places in the world and I rarely go there for my grocery needs. This is due in part to my great distaste for all things Walmart in general and also because Lider, as a place in existence to satisfy grocery needs, doesn't speak to me at all. In fact, all it really says to me is "Andrea turn around and go to Jumbo."

There's one exception: the Lider Express located on Bilbao and Pedro de Valdivia, a few blocks from our apartment in Providencia. I won't lie. This Lider Express has gotten us out of jams many a times and it's the only Lider I've stepped foot in and actually purchased something since I moved here. That was the case this evening when G and I noted we didn't have a single tomato in our apartment (crucial part of our weekly diet) or anything that could accompany the chicken we were thinking of bbq-ing for dinner. Enter Lider Express to save the day.

As we walked in, G said to me "Did you see their promotion?" What promotion? "If you spend $15,000 pesos (about US$30) you get a free Chilean Recipes Cookbook." Cool.

I didn't think much of it until G went to claim the GWP with our receipt of over $15,000 pesos spent. But once I saw it, I swooooooned!! Give or take, 42 glossy pages of the yummiest of Chilean recipes I could ever lay my hands on FOR FREE (kind of.) Everything from Chilean drinks, to Chilean seafood recipes, soups, casseroles and desserts. Hello, 7th Heaven!

Labels: Everyday life, marketing