Lider’s Bicentennial GWP

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!

Front cover of the recipe book. Unabashed marketing of the Lider Express brand but who cares? I want to know how one makes that empanada!

This is followed by pages and pages of images of typical Chilean dishes and their corresponding step by step instructions for do-it-yourself brilliance!

Almejas en Salsa Verde & Sopa de Choritos con Verduras (Clams in Green Salsa & Mussel soup with vegetables.)

Porotos granados con Pilco & Porotos con Choricillos (Typical Chilean beans with corn and Beans with Chorizo)

Sopaipillas con Pebre & Ajiaco (Sopaipillas that are generally salty rather than sweet, with a type of Chilean pico de gallo & Ajiaco – a type of potato and beef soup with A WHOLE LOTTA garlic. Nothing short of fabulous.)

Pastel de Jaiba (Crab casserole? Hello, lovely!)

Pastel de Choclo – the quintessential Chilean dish, following the empanada. (Corn casserole that contains meat, chicken, olives and onions. Delish!)

And much, much more!

I’m quite impressed with this marketing initiative on behalf of Lider Express and at home, we’re really excited to hop-to on many of these recipes. I love the small packaging, glossy photos and simple, yet delicious recipes that make up this GWP.

By far worth the minimum of $15,000 pesos Lider wants you to spend in their stores. At least in my book.

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8 thoughts on “Lider’s Bicentennial GWP

  1. Looks delicious, I might have to swing by and pick up one of those. I need all the help in the kitchen that I can get. Totally ready to ditch trying to keep up my American habits here and start cooking some real Chilean recipes!

  2. Dude, I'm so bitter right now! I love that Lider, but tonight Rodolfo wanted to go to Jumbo just because. Their promo is that for every $10,000 you spend you get a coupon to participate in their traditional Chilean games (like throwing the ring onto the neck of a bottle) for the chance to win sodas or alcohol…except of course we didn't use our coupons because since everyone got them, there was a huge line to play the games, and we don't care that much about free sodas. Lider wins this round.

    I am now tempted to go spend $15,000 on staples we'd need anyway in order to get my own recipe book. Yes, I am a marketer's dream.

  3. The reason I hate Lider is because they sell nice products in the Barrios Altos and sell green meat and rotting vegetables in my neighborhood. It pisses me off. Jumbo is a far more equal opportunity grocer.

    That being said, I would totally get that cookbook if I could. Now you're just going to have to share!

  4. Nosotros ya lo tenemos!!!
    El recetario está genial, se ve de buena calidad y con excelentes recetas chilenas.

    Lo otro es que hoy en día no es difícil gastar 15 lucas en un supermercado, uno compra como 6 cosas y te aseguro que ya tienes por lo menos 10 lucas gastadas jajaja


  5. Those of you who don't yet have it, I think I read that this "promocion" goes until the 17th … get to it! We'll have a cook off! :o)

  6. I am so jealous. I am a cook book whore. I do enjoy my copy of The Chilean Kitchen by Ruth Van Waerbeek-Gonzelz written for a US audience. I had it for 10 years before I actually cooked anything out of it because she isn't Chilean, but boy was I wrong. It is awesome. Our supply of Chilean cook books is limited, of course, here in the US.

  7. Shannon, not sure. The book says "Lider Express" but for all I know, the Hiper Lider's and regular Lider's have their own as well.

    Dee – this cookbook is amazing and especially in light of what you say about availability of Chilean cookbooks in the U.S. I've seen a few and this one Lider Express is giving away seems to take the cake!

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