Category Archives: Promotions

HEINZ X HOVIS

We saw a nice little promotion in-store over the weekend for Heinz – partnering with Hovis. In Tesco Extra in Leytonstone they were claiming “Lunch Sorted!” with ‘Free Hovis’ bread when you buy Heinz soup or baked beans.We liked it because it had great visibility around store – placement in both bread aisle and tins aisle as well as additional displays around the store. It’s quite disruptive (‘free’!), has a good variety of displays inc. aisle fins, floor stickers, and encourages usage of the product. Plus a great activation for the thrifty/ slimming down mindset of the post Christmas shopper.

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SAINSBURYS AT CHRISTMAS

John Lewis and Sainburys have both activated some pretty snazzy 360 Christmas campaigns this year with a CSR focus.

Using the campaign assets we loved how the Mog TV translated in store. With little Mog foot prints strategically placed at the entrance of Sainbury’s stores guiding you to a display full of Mog cuddly toys and story books. With every purchase a donation will go to ‘Save the Children’ raising funds for child literacy. We all know that pulling at the heart strings is very effective during the holiday period, an opportunity that any good-will shopper won’t be able to refuse. 

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KELLOGS AT CHRISTMAS

This Christmas season Kellogg’s have come out shouting in store with a series of iconic special packs of all the family favourites, that just pop on shelf; Corn Flakes, Rice Krispies, Coco Pops and Frosties, have all had a nostalgic festive make over.

A phenomenal TTL effort that screams mental and physical availability at it’s finest. The campaign mix sees a TV from the past and a social push – with a promotion offering consumers the chance to win a perosnalised pack delivered right to their door by simply tweeting their favourite thing about Christmas, using the hashtag #FestiveFlakes.

We cannot deny the power of this campaign which uses some of our favourite tactics – 360 integration, special pack, gifting, personalisation and even a promotion. It’s a win – win for shopper, brand and retailer.

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BAILEYS CHRISTMAS

BOOM! It’s Bailey’s time of year, with 66% of their total annual sales made during the Oct – Dec there’s no surprise that they’re activating BIG this season. We’ve pulled out 3 of their activations that gain stand-out for both their customer – shoppers and trade.

Ltd NPD – During Christmas shoppers look to trade-up to those accessible luxury products. Tapping into this insight Bailey’s have bought  back the Chocolate Luxe Bailey’s, wrapped in gold it’s sure to be a festive fav.

Gifting FSDU – The Christmas retail environment is crazy and gaining cut through in store can be trixy. Tapping into the shopper gifting mindset Bailey’s have kept it simple yet effective with display unit that communicates nothing less than ‘Gift Baileys’ with a simple gold bow. Nice!

Trade Communications – Within Shopper it’s not just about the big supermarkets but also about the impulse and convenience channels which is were it’s especially important to engage with the trade and where else better to do this than in Wholesale. Baileys are doing well here to push their dedicated counter top unit by leading with a business benefit message – now that’ll get those sales.

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RICHMOND SAUSAGES

We all know that most shoppers like to trade-up for Christmas, but what about those everyday brands, how are they going to get themselves moved from shelf this season? Bring in Richmond (no bits) sausages who have responded to this conundrum with a unique and desirable promotion that’s perfectly tailored to their target audience.

Parents are offered a chance to WIN 1 of 200,000 toy tracking chips via an on-pack promotion. The chip will reduce the chance of their child’s most treasured items and possible new Christmas present getting lost. Supported by a tear jerking TV that’s slogan is “Keeping the Family Together” we can see the Richmond sausage making a few more Christmas dinners this year.

TTL Christmas action at its finest here!

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Leon

Sometimes you come across such a smart piece of promotional activity that you have to put on the kettle, sit down with a cuppa and a Hob Nob and reflect on it for a minute.

Which is exactly what we did for Leon’s ‘Lean & Clean’ promotion anyway.

The promo communicated with their health-conscious target market by creatively placing an offer that couldn’t be ignored on parked bikes near the Chancery Lane restaurant. This, and the unexpected element of ‘free breakfast with your coffee’ (as opposed to the expected ‘coffee with breakfast’) leads us to believe that high redemption and increased footfall of returning customers was a well-received outcome.

And of course throwing in a cheeky little hashtag never goes astray. #LEONBREAKFAST gave people reason to share their delicious “foodshots”, so that’s organic social amplification in the bag.

10/10 for creativity and appeal to target audience!

Leon