Dale Farm has always looked for ways to sprinkle a little extra joy into everyday moments, and their latest on-pack promotion across the ice cream range is no exception. But in a category where great taste alone isn’t enough to stand out, the challenge was clear: how do you turn a family treat into a moment they’ll remember long after the tub is empty?

That’s the thinking behind ‘Win Fun Family Days Out’—a six-month on-pack campaign designed to bring Dale Farm’s ‘Delicious Little Wins’ platform to life. The promotion rewards purchases with the chance to unlock real-world family experiences, connecting the product directly to the memories that matter most.

In Northern Ireland’s competitive ice cream market, this wasn’t about simply adding a prize mechanic. It was about embedding emotional relevance into the purchase decision, aligning the incentive with what truly resonates for Dale Farm’s audience: time together, not just treats together.

To ensure the promotion stood out on shelf and connected at home, Dale Farm partnered with Activation, the agency behind the creative execution. Activation delivered a packaging refresh that positioned each tub as a gateway to family fun, while also developing a dedicated promotional website to keep participation simple, intuitive, and engaging.

As Activation puts it: “This promotion is more than just a competition. It’s a strategic effort to build a stronger emotional connection with Dale Farm’s core audience. By offering experiences, we’re creating moments of joy that go beyond the product itself—helping to drive immediate sales and, crucially, long-term brand loyalty.”

It’s a reminder of why on-pack promotions remain such a powerful lever for brands looking to cut through the noise, not by adding offers, but by adding real value. Because loyalty today is no longer about locking customers in. It’s about building a network of benefits they wouldn’t want to walk away from, rewards that feel relevant, experiences that feel personal, and partnerships that fit seamlessly into their lives.

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• Club Peroni presents innovative way to reward premium beer drinkers
• Thousands of prizes such as tickets, money-off coupons, free drinks, merchandise and experiences will be available this year

London, UK – 14^th April 2025 – Peroni Nastro Azzurro, the UK’s most loved lager brand,[1] in collaboration with marketing partner agency Savvy Marketing, has launched Club Peroni, a new always-on rewards programme.

Club Peroni enables consumers to collect points by buying Peroni Nastro Azzurro in both the on and off trade. These points can then be exchanged in the ‘Reward Shop’ section of the website for a variety of prizes, including a chance to win event tickets or receive money-off coupons, free drinks, merchandise and experiences.

Peroni Nastro Azzurro is tapping into clear consumer demand with the launch of Club Peroni—a new loyalty programme tailored to reward and engage its discerning audience. With 88%[2]  of Peroni drinkers stating they’d join a loyalty scheme from their favourite drinks brands, the appetite is already there.

Retailers and outlets will also benefit from integration opportunities with Club Peroni, unlocking tailored promotions like money-off offers, alongside access to valuable, data-driven insights.

Rob Hobart, Marketing Director at Asahi UK, said: “Club Peroni has been carefully designed to enhance retailers’ existing loyalty programmes. The scheme works behind the scenes without adding extra steps for consumers or our trade partners. It complements existing loyalty programmes by driving more engaged shoppers to stores, handing off seamlessly to their systems, and increasing sales opportunities.”

Taj Sur, Business Director at Savvy Marketing, said: “Today’s consumers expect more personalised, one-to-one communication and always-on rewards programmes are one of the most effective ways brands can deliver on that. It’s been a great opportunity to collaborate with the teams at Asahi UK to create a programme that truly connects with the Peroni Nastro Azzuro audience and builds lasting brand love.”

[1] Savanta Brandvue Most Loved Brands Survey 2024

[2] Source: Savvy Shopper Panel, June 2024.

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We’re pleased to welcome NeoCurrency, a leading digital reward provider, into the IPM community. With a catalogue of 2,000+ reward options spanning 50 currencies in 120 countries, NeoCurrency helps brands and agencies excite customers, motivate employees, and engage research participants. “Becoming part of the IPM community marks an exciting step for us,” says Geoff Miller, CEO & Co-Founder of NeoCurrency. “We’re excited to shape the future of promotional marketing with industry leaders who share a passion for rewarding and recognising customers and employees in new, creative ways.”

A Streamlined Portal for Global Rewards 

NeoCurrency’s online portal makes it easy to manage and deliver promotional rewards at scale—whether for instant win mechanics, prize draws, loyalty programmes, or brand partnerships. The platform allows businesses to distribute rewards in real-time, track budgets, and monitor campaign performance, helping teams stay focused on delivering results rather than managing logistics. “Our platform delivers rewards anywhere in the world, within seconds,” Miller explains. “That means more time spent on building strong engagement strategies—and less on the administrative side of reward fulfilment.” 

Flexible Options for Any Audience 

NeoCurrency’s Reward Choice gives participants access to 25–100 popular brands, including Apple, Starbucks, Google Play, Nike, and Xbox, across GBP, EUR, USD, and CAD. This flexibility allows brands to offer meaningful, widely appealing rewards without the need for guesswork. For businesses looking to create a more tailored reward experience, NeoCurrency also helps integrate partner-branded rewards into promotional campaigns. Their platform simplifies the process, handling approvals, creative assets, and distribution, so brands can focus on execution while delivering engaging, results-driven incentives. 

“We’ve seen how the right rewards inspire both customers and employees to engage more deeply,” adds Miller. “Whether it’s a gift-with-purchase promotion, an instant win game, or a new loyalty scheme, unique incentives create a memorable experience—one that keeps people coming back.” 

To learn more or request a demo, visit neocurrency.com and discover how their global catalogue of digital rewards could benefit your business. 

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Poundland has launched its nationwide loyalty program, Poundland Perks, across 850 stores and online platforms, marking a significant advancement in high-street retail engagement. The app has rapidly gained popularity, topping UK app charts and amassing over 500,000 downloads shortly after its release.

More Points, More Perks – Just in Time for Christmas

The timing couldn’t be better. As we approach the festive season, Poundland is giving customers the chance to accumulate points on every purchase until December 24. By earning 1 point for every penny spent, shoppers can quickly collect perks – with 5,000 points translating to a £1 voucher. This fast-track savings strategy turns every purchase into a reward, positioning Poundland as a savings destination that doesn’t compromise on choice or convenience.

Spin to Winsday

The app introduces ‘Spin to Winsday,’ a gamified feature available every Wednesday, allowing users to win prizes, points, and exclusive perks. Additionally, Poundland Perks offers over 100 deals on popular brands such as Domestos, TRESemmé, Lynx, and Pot Noodle, ensuring substantial savings on everyday essentials.

£20 Million Tech Transformation

“This investment in our digital ecosystem is about giving customers more ways to save. We want to make Poundland a go-to for everyday savings and exceptional experiences alike.”

Tom Hill, Director of Digital at Poundland

This ambitious launch is part of Poundland’s £20 million investment in a digital overhaul, including faster self-checkouts and seamless in-store technology to enhance the customer experience. The new technology enables smooth integration with the app, so customers can easily track rewards and redeem offers with each visit. It’s a clear sign Poundland is serious about creating a streamlined, tech-driven shopping journey.

Perks On The Move

Extending beyond digital engagement, Poundland has introduced the Perks Caravan, a mobile unit touring the UK to promote the loyalty program. Offering free coffees and facilitating on-the-spot app sign-ups, this initiative blends digital convenience with community interaction, enhancing brand engagement nationwide.

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McDonald’s Monopoly is one of the most iconic marketing promotions in history. For 35 years and counting, this legendary promotion has had customers nationwide eagerly peeling, collecting, and hoping for their big win. Today, the UK launches the 2024 edition, offering 60 million prizes, from MINI electric cars to all-inclusive holidays. We reveal the five key secrets behind its enduring success, including immediate gratification through instant rewards, customer retention driven by collect-to-win mechanics, and a simple, nostalgic format that has woven McDonald’s Monopoly deep into the fabric of popular culture. So, let’s roll the dice, ‘pass GO,’ and unlock the winning formula behind this fan-favourite promotion!

Why Has McDonald’s Monopoly Become So Iconic?

1. Instant Wins Keep the Momentum

At the heart of this promotion is the thrill of instant gratification. The ability to win a free drink, fries, or dessert immediately keeps customers engaged. Unlike promotions that involve lengthy forms or long wait times, McDonald’s delivers rewards on the spot, perfectly aligning with the fast-food model—It’s fast food meets fast rewards.

 “There is nothing quite like that feeling of winning with the Monopoly Game at Macca’s – the surprise of finding a winning ticket, the anticipation as you wait for your prize to be revealed, and the rush of joy as you finally complete a property set or get an instant win to perk up your day.

Tobi Fukushima, National Marketing Manager for McDonald’s

2. Driving Repeat Visits

Big-ticket prizes such as cars and luxury vacations aren’t won in a single visit. The collect-to-win system requires customers to gather multiple game pieces, encouraging them to return repeatedly. This transforms McDonald’s Monopoly into a sustained event, driving foot traffic and building customer loyalty throughout the six-week campaign.

3. It’s an Event, Not Just a Promotion

For many, the return of McDonald’s Monopoly is more than just a promotion—it’s an annual event. Entire communities engage by trading game pieces, strategising on how to complete sets, and celebrating their wins on social media. Fans eagerly anticipate its return, much like other seasonal phenomena such as Black Friday or an iPhone release.

4. “Peel, Play, Repeat”

The beauty of McDonald’s Monopoly lies in its simplicity. Peeling off a sticker to reveal a prize is engaging, tactile, and addictive. Yet, this straightforward mechanic has been scaled up with billions of game pieces and hundreds of millions of prizes. Even though the chances are small, the dream of winning £100,000 or a new car keeps customers hooked. It taps into the same psychology that drives lotteries, and it works just as well here.

5. FOMO is Real

The limited-time nature of McDonald’s Monopoly leverages the powerful force of Fear of Missing Out (FOMO). Customers know that they have only a short window to collect game pieces and win prizes, which encourages frequent visits. This sense of urgency drives a peak period for sales, as no one wants to miss their chance to win big.

The Secret Sauce to McDonald’s Monopoly Success

Since its launch in 1987, McDonald’s Monopoly has established itself as one of the most engaging promotions in marketing history. Its enduring popularity stems from a winning formula of instant rewards, collect-to-win mechanics, and a simple, nostalgic format that resonates with cultural relevance and popular culture.

The “Peel, Play, Repeat” mechanic offers immediate gratification, allowing customers to win prizes like free food items instantly, which perfectly aligns with McDonald’s fast service model. The immediate rewards—such as free drinks, fries, or desserts—satisfy consumer desires for quick service and quick wins, maintaining their engagement with the brand.

A collect-to-win system adds a layer of strategy, requiring customers to gather multiple pieces to win larger prizes, transforming the promotion into an ongoing event rather than a one-time interaction. This encourages frequent return visits, reinforcing customer loyalty as participants are motivated to keep coming back for another chance to progress toward a bigger prize.

By employing a limited-time availability, the promotion taps into the powerful force of FOMO (Fear of Missing Out), driving repeat visits and boosting sales during its run. With all these elements in play, what do you think is the key to its lasting success? Is it the thrill of instant rewards, the excitement of rare prizes, the FOMO effect, or perhaps the nostalgia of this legendary brand partnership? We’d love to hear your thoughts in the comments!

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In 2011, Coca-Cola faced a challenge many established brands encounter: staying relevant. Young consumers were losing interest, and sales were declining. The solution was simple yet revolutionary: personalisation. By replacing its logo with 150 of the most popular names in Australia, Coca-Cola invited consumers to “Share a Coke” with someone special. This change turned each bottle into a gift, social media post, or conversation starter. Success was immediate, with millions sharing their bottles online and even queuing outside stores to collect the names of friends and family.

“Coca-Cola’s ‘Share a Coke’ campaign shows us the potency of seeing the world through the customer’s eyes, proving that marketing is not just about selling products, but about connecting stories. It embodies what I have always said: Instead of using technology to automate processes, think about using technology to enhance human interaction.”

Steve Jobs

By 2014, the campaign had reached over 80 countries, including major markets like the United States, the United Kingdom, and China. Each country celebrated cultural diversity by incorporating popular local names and phrases. In China, surnames like “Li” and “Wang” decorated the bottles, while in the UK, names like “Jack” and “Olivia” took centre stage. This personalised approach contrasted sharply with the traditional one-size-fits-all marketing strategies that had dominated the industry for decades.

The “Share a Coke” campaign faced challenges. Critics argued it wasn’t inclusive enough, as consumers with unique names often felt left out. Coca-Cola responded by launching an online platform allowing consumers to create personalised bottles with any name. Another innovation came in 2016 with the “selfie bottle“, featuring a built-in camera that captured photos mid-drink, embedding virality into the product to turn each sip into a shareable moment.

Building on this success, Coca-Cola has now announced a new iteration focused on Diet Coke. Until September 2024, UK fans can find personalised cans and bottles featuring over 150 popular names. Recognising that some fans might not find their names on the shelves.

Diet Coke is also offering 4,000 chances to win a personalised can. By purchasing a Diet Coke, scanning a QR code, and downloading the Coca-Cola app, consumers can enter to win. All entrants will also be automatically entered into a weekly prize draw for luxury experiences worth up to £5,000, reinforcing the concept of the “ultimate Diet Coke break.“

“We know how much our fans love a Diet Coke break—taking time for themselves in the midst of their busy lives—so, it made perfect sense for us to make that time even more special. We’re so excited to be bringing personalised cans to our fans this summer and we’d love to hear from them when they spot theirs in-store by tagging @DietCokeGB.”

Louise Maugest, Senior Marketing Director for Diet Coke

The decision to revisit and expand the “Share a Coke” concept has drawn praise from marketing experts. Olivia Mae Hanlon, Founder of Girls in Marketing, highlights the importance of recycling successful ideas while Laura Kinsman, Digital Account Manager at KW Marketing, reflects on the campaign’s enduring success:

“STOP being afraid to repurpose and recycle your old content… The Coca-Cola Company always does this so well. They have recently reinvented their iconic Share a Coke campaign with personalised names, focusing on their Diet Coke brand and leaning into the ‘Diet Coke break’ craze. This is a key example that it’s not about reinventing the wheel in marketing. Review and reflect, then rinse and repeat.”

Olivia Mae Hanlon, Founder of Girls in Marketing

“If it ain’t broke… don’t fix it! The campaigns that stand the test of time are some of the BEST. The campaigns you remember randomly years down the line. Not every piece of marketing WILL be this and that’s normal… and EXPECTED. But when it happens, it’s ICONIC.”

Laura Kinsman, Digital Account Manager at KW Marketing

Coca-Cola’s ‘Share a Coke’ campaign demonstrates the remarkable power of personalisation, turning a simple bottle design into a compelling conversation starter. From its initial success in Australia to the recent Diet Coke campaign, Coca-Cola has broken generational and geographical barriers, one name at a time.

The post The Power of Personalisation: How Coca-Cola’s “Share a Coke” Became a Marketing Masterclass appeared first on IPM Bitesize.

Get ready for a summer of surprises as tpf deposits prize lockers across the UK. Typically associated with dropping-off parcels, these sleek safes allow shoppers to unlock exclusive prizes tailored to the summer of sport. Over three weekends in White City, Southampton, and Liverpool, tpf will blend digital and physical interaction to increase footfall into specific retail locations and drive brand engagement.  

• 

This interactive experience demonstrates the art of anticipation in brand activation. Positioned prominently at the front of John Lewis stores, the prize lockers immediately catch the eye of incoming shoppers. To participate, simply scan a QR code displayed on the prize lockers, which provides a unique entry code. Enter this code into the screen on the prize locker and the moment of reveal arrives, holding your breath to see if you win one of the prizes provided by John Lewis partner brands. This seamless build-up, infused with the possibility of winning incredible prizes, transforms a routine shop into an exhilarating rush. 

“The importance of brands interacting with their customers can’t be underestimated. To stand out from the crowd, retailers need to engage with their customers in innovative and unexpected ways. We’ve loved working with one of the UK’s most trusted brands, John Lewis, to deliver unique prize-winning competitions in their branches across the country.” 

tpf

Maintaining brand relevance in an evolving retail landscape is crucial. By combining a physical prize locker with a digital entry process, the campaign offers a modern consumer experience. Blending the convenience of smartphone technology with the tactile pleasure of in-store shopping, this hybrid model exemplifies the next generation of promotional activities.  

The selection of prizes, provided by John Lewis partner brands, is designed to celebrate the summer of sports. With the Ooni Fyra Pizza Oven, winners can enjoy outdoor gatherings and homemade pizzas while watching their favourite sports. The Therabody massage guns are ideal for recovering from intense sports activities, while the Caudalie Oil Elixir bundle offers a luxurious remedy for self-care. This selection not only complements the sporting season, but also encourages customers to trial new products.

Through the endowment effect, shoppers participating in this activation feel a stronger sense of ownership and value toward the prizes as they interact with both digital and physical elements. This effect ensures that shoppers not only cherish their prizes but also develop a lasting bond with the brand. 

A simple yet unique scan-to-win mechanic saw prize lockers placed in prominent store locations. It was uplifting to see the delight on peoples’ faces when winning a prize. The genuine reactions exemplify the opportunity to drive true brand affinity.

tpf

The possibility of unlocking a prize drives shoppers to John Lewis stores, boosting footfall and creating a lively shopping environment. This engagement strategy not only increases immediate sales but also reinforces John Lewis’s reputation as a premier retail destination. tpf’s prize locker demonstrates the shift towards experiential retail, combining digital convenience with in-store excitement.

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Following the success of last year’s “No More Hairy Moments” campaign with Wilkinson Sword, Activation is thrilled to announce their latest collaboration. This time, Wilkinson Sword has partnered with Morrisons to launch an exclusive free razor offer for Morrisons More Cardholders. Cardholders can choose between the Hydro 5 from Wilkinson Sword’s men’s line or the Intuition Moisture from the women’s line. 

“A ‘Free’ offer hadn’t been activated through the Morrisons More Card before so we were excited to be involved in this retailer exclusive, working closely with both teams for maximum creative output in bringing the retailer and brand together.” 

Dan Hirons, Co-Founder of Activation

The key objective was to continue to encourage consumer trials of their male and female products in a market category that is primarily driven by routine purchase decisions and brand loyalty. This meant they needed to stand out and attract attention so shoppers would choose Wilkinson Sword over competitors. 

Since the offer could not be communicated directly on the packaging, Activation leveraged retailer media and point-of-sale (POS) materials to deliver the message. The creative team developed engaging radio scripts, fully branded shipper designs, and co-branded floor stickers, barkers, and hanging flags to ensure maximum visibility in stores. 

This collaboration between Wilkinson Sword and Morrisons demonstrates the power of strategic brand partnerships. Both brands benefit from the crossover of their audiences; Morrisons More Cardholders gain access to high-quality grooming products, while Wilkinson Sword reaches a broad and diverse customer base through Morrisons’ extensive retail network. 

The success of this campaign highlights the potential for extraordinary brand partnerships. By leveraging each other’s strengths, Wilkinson Sword and Morrisons have created a compelling offer that enhances customer loyalty and broadens market reach. This is just the beginning of what is expected to be many more exciting collaborations in the future. Shoutout to IPM Members Activation for their exceptional work in bringing this campaign to life. 

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With just over 1 week remaining until the entry deadline for the prestigious IPM Awards 2024, the time to shine is now. This is your opportunity to showcase your outstanding work, celebrate your achievements, and stand a chance to claim one of the highly sought-after IPM trophies.

After the resounding success of last year’s event, which saw a sell-out crowd, it’s evident that the promotional marketing industry is brimming with remarkable campaigns. These campaigns play a pivotal role in driving brand success, fostering customer loyalty and engagement, and, of course, boosting sales.

Whether your expertise lies in promotional incentive campaigns, competitions, immersive experiential initiatives, or collaborative brand partnerships, the IPM Awards categories cater to a diverse range of accomplishments.

Its time to get moving; the deadline is Wednesday, May 8th, at 4:00 PM.

Don’t miss out on the chance to be recognised for your excellence in promotional marketing.

Enter the IPM Awards 2024 today and take your place among industry trailblazers.

For all category information visit https://theipm.org.uk/awards-2024/

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The bd-capital team combines best-in-class investors with ex-CEOs to offer the next evolution of the Private Equity Operating Partner model. The firm focuses on high-growth businesses fuelled by changing patterns of consumer behaviour and disruptive technology.

TLC Worldwide has pioneered experience-led marketing and loyalty programs for the world’s best-loved brands for over 30 years. In a world where consumer decisions and loyalty are deeply enhanced by more personalised, generous and immediate rewards – and with every consumer demographic yearning for more experiences in their lives- the TLC platform COSMOS offers a truly unique solution.

David Johnston, former Group CEO of global loyalty business Aimia, also with 20 years’ experience in the FMCG industry, notably with PepsiCo, will become chairman of TLC. Jan-Pieter Lips, co-founder of the Nectar loyalty program and former Executive at fintech Adyen, will also join TLC’s Group Board. TLC Founder, Nick True, will remain on the Group Board as a key advisor, and co-Founder Alec Johnson will continue to lead the business as Group CEO. Leveraging their combined strengths, this exciting new team is set to continue driving TLC’s extraordinary growth trajectory and offering brands the very best consumer rewards solution.

Nick True, Founder of TLC, expressed his great pride in the company’s evolution over the past three decades and looks forward to the next chapter in partnership with bd-capital, emphasizing the significance of their shared cultural values as the foundation for future success.

TLC Worldwide has been at the forefront of connecting clients’ customers with free experiences, offering access to over 45,000 experiences across 40 countries through its global platform COSMOS. From travel and hotels to family outings and wellness activities, TLC’s comprehensive reward network ensures inclusive and generous rewards for all, driving strong ROI, loyalty and supporting brand equity.

Alec Johnson, CEO of TLC, is enthusiastic about the growth opportunities ahead, supported by bd-capital, emphasizing the company’s commitment to delivering best-in-class ROI and advancing its technology and its data proposition. David Johnston echoed this sentiment, emphasising the collective ambition to deliver even more value back to every TLC stakeholder, including clients, reward partners, end-consumers and shareholders.

The partnership between TLC Worldwide and bd-capital signifies an exciting step forward in shaping the buoyant future of the consumer rewards industry.

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