See the following story from Australia:
https://www.cnet.com/news/bitcoin-boost-australia-cryptocurrency-competition-boost/Australian juice company Boost is giving away four bitcoins -- one a week, for four weeks -- to those who buy some juice and enter a code in the Boost app.
In the past, these marketing campaigns would feature a holiday they were giving away if your bought the product and entered the codes. Now it's bitcoin.
Maybe this is there marketing strategy to sell all there products,so they give an incentive of a small token to those who want to buy there juice,by entering the codes they can gain a btc.every bussiness have different kind of strategy in order to get the attention of the consumer they have so many kind of strategy just like this bussiness in other country.