Promotional marketing agency Cat Among The Pigeons has created a major on-pack instant win campaign for Wasabi, the UK’s No.1 oriental chilled ready meal brand.
Launching nationally from late January, Lucky Dinners invites customers to go online for a digital “red envelope” reveal, where an animated opening moment confirms instantly whether they’ve won. Across the campaign, there are 6,011 instant wins, each worth £888, £88 or £8, with a total prize fund of £88,888.
Key details include:
- The on-pack promotion runs until 18th March 2026, available in Tesco, Sainsbury’s, Co-op and Morrisons
- The mechanic is built around Lunar New Year traditions, using red envelopes and the number 8 to nod to luck, prosperity and positivity
- Promotional packaging spans a variety of Wasabi chilled meals, including Chicken Katsu Curry, Sweet Chilli Chicken Yakisoba, and Wasabi’s Feast for One range (launched in late 2025)
Cat Among The Pigeons says the campaign is designed to help Wasabi shoppers mark Lunar New Year, which falls on 17th February 2026 and is celebrated across many Asian communities for several weeks.
Alongside the on-pack activity, Lucky Dinners will be supported by a talent-led campaign and amplified through shopper marketing, digital, and social channels to build awareness and drive participation.
Annie Stephens, Head of Grocery Marketing at Wasabi, said: “The Lucky Dinners promotion is designed to engage shoppers and add extra excitement and value during a key period for the category. We hope it will inspire more people to discover Wasabi and enjoy our range of chilled meals.”
Paul McGann, founder of Cat Among The Pigeons, added: “In busy impulse categories like chilled ready meals, shoppers are searching for a zing of excitement to spice up the week… we think this new on-pack promotion for Wasabi really hits the spot!”
