Sainsbury’s and the Roald Dahl Story Company have reunited for a third consecutive Christmas campaign, with the beloved BFG returning for a new festive adventure. Building on the success of the previous two campaigns, this year’s festive advert takes viewers on an epic journey into Giant Country, bringing even more of Roald Dahl’s imaginative worlds to life, the advert sees the BFG feeling under the weather and worried that he might miss Christmas. Determined to make sure her giant friend doesn’t miss out, returning Sainsbury’s colleague Annie sets off on a daring delivery mission with her sidekick Fred, transporting a delicious festive feast through Giant Country. Along the way, they encounter a series of obstacles, including an enormous Squizzly Scotch-Hopper and the mischievous Greedy Giant, before finally arriving at the BFG’s cave to share a heartwarming Christmas meal.

Born Licensing has continued to represent the Roald Dahl Story Company in delivering its global partnership strategy through advertising campaigns that authentically bring its characters and story worlds to life, with creative storytelling at the heart of this approach. The campaign’s return for a third consecutive year also reflects the enduring power of the Roald Dahl IP to connect with cross-generational audiences, reflecting both its continued relevance and audiences’ appetite to engage more deeply with these beloved characters.

For this year’s campaign, the agency facilitated the creative collaboration between the licensor and Sainsbury’s creative agency, New Commercial Arts. Together, the teams explored more of The BFG’s heartwarming lore, giving audiences a glimpse into the craggy, mystical Giant Country and some of its fantastical inhabitants

From the BFG’s whimsical cave and the return of the Greedy Giant to the introduction of the enormous Squizzly Scotch-Hopper, the campaign incorporates recognisable elements of Roald Dahl’s storytelling while creating an entirely new adventure for Sainsbury’s. The Roald Dahl Story Company, Born Licensing and NCA worked collaboratively to ensure the creative interpretation remained faithful to the characters, their personalities and the distinctive world of the original story.

David Born, CEO of Born Licensing, comments, “Fictional characters are already one of the most effective tools in advertising, because audiences know and love them before a campaign even starts. When a brand features the same character year after year, it gets a compounding benefit, with each campaign building on the last. The BFG was already cherished by British families, and each Sainsbury’s campaign has taken the story further, this year right into Giant Country.”

Alice O’Brien, Head of Global Commercial Partnerships at the Roald Dahl Story Company, comments, “We’re delighted to bring the BFG back for a third consecutive Christmas campaign. It has been fantastic to see him become such a much-loved part of the festive season for audiences. The Roald Dahl stories are so rich in imagination and detail, and this year it has been especially exciting to explore more of the craggy mystical Giant Country and bring a new chapter of the BFG’s world to screen in a way that feels authentic to the original story. It’s a testament to the enduring appeal of these characters that there is still such warmth and enthusiasm for seeing more of their world brought to life.”

The advert was created by New Commercial Arts, directed by Sam Brown through Rogue Films, with visual effects and post-production by Electric Theatre Collective.

The campaign premiered on television on Sunday 1 November 2026, with the full two-minute film also launching on Sainsbury’s YouTube channel. The 90” advert will also be supported by a series of 60”, 40” and 20” films across TV, social and online.

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Perfetti Van Melle-owned Chupa Chups heads to Thorpe Park with N2O for a third year in a row, following last year’s success with Chupa Chups x Stranger Things challenge

Multi-award-winning creative brand experience agency N2O is bringing Chupa Chups’ new above-the-line campaign, ‘The Struggle Is Over’, to life this Halloween with an immersive brand experience at Thorpe Park Fright Nights, turning the familiar frustration of opening a lollipop into a series of playful new struggles.

The activity supports Chupa Chups’ launch of its new easier-to-open wrappers, which are rolling out across Europe. The wider campaign plays on the fact that opening a Chupa Chups has become something of an internet-famous struggle, culminating in the brand creating its hardest-to-open lollipop yet for content creators.

The Chupa Chups Struggle Exchange invites Fright Nights visitors to swap the struggle of opening their lollipop for a series of deliberately frustrating (and much more fun) challenges. Working in teams and against the clock, guests enter an immersive Halloween facility to try and conquer three familiar everyday annoyances: hunting through a mountain of laundry for a missing Chupa Chups sock, finding the elusive ends of stubborn rolls of tape, and unravelling a chaotic bundle of knotted headphone wires before the time runs out.

It follows N2O’s Chupa Chups x Stranger Things experience at Thorpe Park Fright Nights last Halloween, which recreated the Byers’ house and turned sampling into an immersive attraction. The activation was named Thorpe Park’s best-ever brand-led experience, achieved a 9.3/10 visitor rating and has since won Gold in the Entertainment & Sport category at the 2026 IPM Awards.

Scott Kilvington, Senior Client Development Director at N2O, said: “There’s something brilliantly simple about this campaign. People have been talking about the struggle of opening Chupa Chups for years, and the brand has listened and done something about it. Last year showed us how powerful Chupa Chups can be when the brand becomes part of the Fright Nights experience rather than simply appearing alongside it. This year we’re building on that, with an idea that comes directly from the product innovation.”

Kim McMahon, Brand Manager for Chupa Chups at Perfetti Van Melle, says: “Our activation is all about turning those everyday moments of frustration into opportunities for fun, inviting guests to take on a series of playful challenges for the chance to unlock sweet rewards. It’s the perfect way to bring Chupa Chups’ playful spirit to life and we can’t wait to help visitors put their everyday struggles behind them and embrace a little more fun this Halloween.”

The Chupa Chups Struggle Exchange will run at Thorpe Park during Fright Nights across the Halloween season.

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Following a competitive pitch, creative communications agency, PrettyGreen, has been appointed by Unilever’s Dove Division to oversee micro-influencer marketing, content creation, and e-commerce strategy, including TikTok Shop. Home to some of the world’s most iconic brands including Dove Men.

The agency will lead activity across key channels as part of an expanded multi-discipline brief and work in close partnership with Unilever’s in-house teams to elevate the role of social and influencer in driving fame, engagement and conversion across the Dove portfolio.

The partnership will kick off with a debut activation for Dove, marking the first major campaign delivered under the new integrated remit.

Jennifer Bibby, Assistant Brand Manager at Dove, said:

“PrettyGreen impressed us with their cultural understanding, creativity and channel fluency. Their integrated approach across social, influencer and ecommerce, paired with a strong feel for our brands, made them the right partner to accelerate our ambition in 2026. We’re excited to see the impact of our first campaign together for Dove.”

Sarah Henderson, Managing Director at PrettyGreen, added:

“We’re incredibly proud to be partnering with such a powerhouse. Unilever’s brands are culturally defining and purpose-driven, which is a dream for us. With a new multi-channel remit that spans everything from influencer storytelling to TikTok Shop, we’re gearing up for a huge year, starting with a standout moment for Dove.

 This partnership is a brilliant example of how influencer has evolved into a true growth driver. Our role is to harness the power of creators, communities and commerce in a way that feels native, credible and high impact. With an integrated remit spanning influencer and ecommerce, we’re building connected ecosystems designed to deliver both cultural relevance and measurable results.”

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Flagship viewing zone will be hosted at Battersea Power Station throughout the Wimbledon Fortnight

The Wimbledon Experience makes a welcome return to London’s Battersea Power Station later this month, serving up live tennis action from The Championships, Wimbledon. 

Now in its third year, the official viewing zone will be delivered in association with American Express, Official Partner of The Championships, and managed by Ocean Outdoor.

Throughout the Wimbledon Fortnight, from Monday 29th June to Sunday 12th July, fans will be able to watch the BBC broadcast live on a large format 15 square metre screen, situated in Power Station Park next to the Grade II* listed Power Station and River Thames. 

This year’s viewing zone will feature a fan village, delivering an authentic taste of Wimbledon through its look and feel, partner activations and guest experience. The Wimbledon Experience is free to visit and will be open daily with live match screenings from 11am until 9pm.

As headline partner, American Express will be giving away limited edition charms* and a chance to win tickets to the Wimbledon finals weekend. Pimm’s will also be present with its branded bus, serving classic drinks. Official Championships merchandise will be available for purchase, alongside traditional strawberries and cream.

The Wimbledon Experience will be produced by Ocean Labs. The AMEX activation is produced by the experiential agency Momentum, with planning through UM and Rapport.  

Brendan Dinen, head of marketing at The All England Lawn Tennis Club, said:

“As we welcome what we anticipate will be another unforgettable Championships, we’re excited to bring the magic of Wimbledon to thousands of fans at the iconic location of Battersea Power Station. We’re thrilled to collaborate with Ocean Outdoor once again to deliver a fan experience designed to captivate and inspire audiences while celebrating the very best of world-class tennis.”

Rachel Sutton, Ocean Outdoor director of brand partnerships, said:

“We mark our ninth year working with The All England Club and the third year bringing The Wimbledon Experience to Battersea Power Station. This fan zone gives families and tennis lovers of all ages a chance to view The Championships match action and connect with Wimbledon’s Official Partners against the backdrop of one of London’s most scenic destinations. Where better to relax and enjoy the atmosphere of the oldest Grand Slam event in the world?”

Natalie Caley, senior commercialisation manager at Battersea Power Station Development Company, said:

“The Wimbledon Experience at Battersea Power Station has grown into one of the most popular fixtures in our summer events calendar, as thousands of people visit the riverside neighbourhood to enjoy watching the matches together as part of their day of shopping, dining and leisure. We are pleased to be working again with Ocean Outdoor and The All England Lawn Tennis Club to raise the bar further on this experience, meeting the strong consumer demand for memorable, impactful experiences at Battersea Power Station.”

Last year, Ocean Outdoor managed and curated the 5,000 capacity official Women’s Rugby World Cup fan zone at Battersea Power Station, later becoming the home of the Red Roses’ Rugby World Cup victory celebration.

*subject to availability/while stocks last

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Experiential agency develops and produces “It’s All Sun & Games”, a family-focused brand experience for Beiersdorf’s NIVEA SUN and Cancer Research UK partnership.

IPM Members Haygarth have partnered with Beiersdorf UK to concept and produce this year’s NIVEA SUN and Cancer Research UK’s Sun Safety Tour, helping the brand take vital sun safety education directly to families at some of the UK’s biggest summer events.

The 2026 tour, titled “It’s All Sun & Games”, sees the NIVEA SUN Bus travel to high-footfall family festivals and outdoor events throughout the summer, inviting people to take part in interactive games, win prizes and learn simple, memorable ways to protect their skin and enjoy the sun safely.

The activation supports the 14-year partnership between NIVEA SUN and Cancer Research UK, which works to educate people across the UK on sun safety and challenge common myths around UV exposure. The campaign centres on three key behaviours: seek shade, cover up and apply sunscreen regularly.

Haygarth’s role spans the creative concept, experiential design and end-to-end production of the tour experience, translating NIVEA SUN and Cancer Research UK’s health messaging into an engaging, accessible format for festival environments. The activation has been designed to make sun safety feel simple, positive and easy to act on, particularly for families enjoying the outdoors.

The NIVEA SUN & Cancer Research UK Sun Safety Tour will appear at:

• 23–24 May – Birmingham Pride
• 29–31 May – Wychwood Festival
• 30 July–2 August – Camp Bestival
• 7–9 August – Bristol Balloon Fiesta
• 28–30 August – Victorious Festival

The tour comes as NIVEA SUN and Cancer Research UK continue to build on a partnership that began in 2012. According to Cancer Research UK, the partnership has raised more than £9 million for skin cancer research while helping millions of people stay safe in the sun.

Marcus Sandwith Haygarth CEO said:

“Sun safety is incredibly important, but the challenge is making the message feel relevant in the moments when people are actually out enjoying the summer. Our job was to help NIVEA SUN turn expert guidance into a playful, memorable and high-impact experience that families would want to engage with. ‘It’s All Sun & Games’ does exactly that: it brings education, interaction and brand experience together in a way that feels natural for the festival environment.”

Andrew Rawle, NIVEA Marketing Director, Northern Europe said:

“The NIVEA SUN & Cancer Research UK Sun Safety Tour is a powerful way to bring sun safety to life in the moments it matters most. Together with Cancer Research UK, the activation reinforces our long-standing commitment to sun safety education. As the UK’s No.1 suncare brand, we believe we have a responsibility to help people build lifelong sun-safe habits through simple, practical and memorable advice.

Haygarth has helped us create an experience that brings our partnership to life in an engaging, practical and easy-to-remember way, helping people enjoy the sun safely. We’re incredibly excited to see this come to life across the summer!”

The activation is the latest example of Haygarth’s work in creating connected brand experiences that combine shopper understanding, live engagement and behaviour-led creative.

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Activation, an award-winning creative shopper marketing agency, has been appointed by Warburtons, the UK’s largest bakery brand, as its sole UK shopper marketing agency.

Activation will be responsible for leading the creative development and execution of retail media and shopper marketing across Warburtons portfolio in UK retailers. The partnership officially began on 1 March 2026, with Activation already receiving briefs for projects across 2026 and into 2027.

Matt Ramsay, Managing Director of Activation, added:

“This is a standout moment for Activation. Warburtons is one of the UK’s most iconic brands, and we’re absolutely thrilled to be able to flex our creative muscles on such a rich, exciting and genuinely brilliant British brand.

It’s a huge opportunity for our agency, and we can’t wait to get stuck in.”

Activation has already begun work on a number of upcoming projects as Warburtons continues to invest in its shopper marketing activity.

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Introducing Passport to Happiness

As consumers increasingly prioritise experiences over possessions, travel incentives are emerging as one of the most powerful ways for brands to create emotional connection, deepen loyalty and deliver moments of genuine joy and lasting memory.

To explore this shift, and to mark 15 years leading the prize and incentives sector, Cloud Nine Incentives, the agency behind campaigns for brands including Nestlé, Heineken, Kellogg’s, Mastercard, Paramount and ASICS, has launched Passport to Happiness, a new report bringing together insights and research from across the travel, marketing and HR sectors.

In a world that often feels busy, uncertain and digitally overloaded, one thing remains clear: travel matters. Not just as a reward, but as a proven driver of happiness, human connection, wellbeing and long-term loyalty. From the anticipation of planning a trip to the memories created long after returning home, travel continues to hold unique emotional value for consumers.

Alongside case studies, the report also found that*:

• 75% of Brits already engage with promotions
• 81% of consumers are more likely to engage with brands that offer prizes or rewards
• 85% believe travel creates long-term happiness
• 76% say they feel happier simply by planning a trip
• 80% directly link holidays to improved mental health

Celebrating 15 years in business, Cloud Nine has delivered experiences for more than 100,000 winners and evolved from a specialist travel prize agency into an end-to-end incentives partner spanning prize fulfilment, campaign management, group incentives, events and multi-market European delivery.

Download the full report here.

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N2O unlocks exclusive brand access to THE UK’s first experiential Manchester Pride Village.

Exclusive access via N2O for brands to activate within Manchester Village Pride 2026, as the event launches the UK’s first-ever experiential Pride village

Multi-award-winning creative brand experience agency, N2O, has secured exclusive access for brands to activate at Manchester Village Pride – a newly established, community-led initiative designed to protect and rebuild Pride following the collapse of the previous organisation. Led by unpaid volunteer directors and backed by investment from local LGBTQ+ venues, the event puts community, inclusivity and reinvestment at its core.

Working with Horlock House, a specialist in brand partnerships within LGBTQ+ culture, N2O will put brands at the centre of the celebration, which sits Manchester’s iconic Gay Village – long recognised as one of the UK’s most important LGBTQ+ cultural destinations. For 2026, the Village will evolve into a curated experiential environment, with N2O holding the key to unlock limited, high-impact brand activations within the space.

This marks the first time brands have been able to engage audiences experientially within the Village itself during Pride, and is set to place them directly inside four days of programming across the August Bank Holiday weekend, including performances, nightlife, community showcases and the city’s Pride Parade.

Jack Horlock, Cultural Partnerships Director at N2O, said:

“This is a genuinely unique moment. The Village is the beating heart of Pride in Manchester, and for the first time, brands can be part of that in a way that feels authentic, creative and impactful. We are offering a rare opportunity for brands to show up at the cultural heart of one of the country’s most significant LGBTQ+ celebrations.”

“Unlike traditional sponsorship routes, access to the experiential village is intentionally restricted, ensuring that brand presence enhances rather than disrupts the authenticity of Pride. The result is a premium, high-demand opportunity for brands looking to connect meaningfully with LGBTQ+ audiences in a culturally relevant setting.”

“We’ve worked closely with Manchester Village Pride to create something that protects the integrity of the event while opening the door for brands to show up properly. It’s not mass sponsorship, but carefully curated, and limited-access. That’s what makes it so powerful, and why it’s a do-not-miss opportunity for brands this year”, he continued.

Andrew Underwood, Co-Director at Manchester Village Pride added: “Bringing Pride back to the Village is about more than location, it’s about restoring ownership to the community.”

“Partnering with N2O allows us to introduce brands in a way that aligns with our values and enhances the experience, rather than detracting from it. This approach brings new energy and investment into the Village while keeping Pride rooted in the people and spaces that made it what it is,” he continued.

With the Gay Village operating as a large-scale live event space across Pride weekend – including outdoor stages, performances and activations – the experiential village offers brands a rare chance to engage audiences at scale, in an environment defined by openness, celebration and cultural relevance.

With limited space and strong early interest, brands are being encouraged to secure access now. Contact: jack.horlock@n2o.co.uk

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IPM Members Zappit are proud to announce new platform rezolvecx.com establishing Compensation as a Service as a new customer care category.

For years, complaint resolution has been manual, slow and expensive. Compensation as a Service changes that, enabling brands to resolve consumer product complaints instantly through secure, managed digital payments delivered in seconds.

The platform enables brands to issue digital goodwill payments within defined financial guardrails, turning reactive complaint spend into a controlled and measurable engagement channel.

Already deployed across the UK and Europe with brands including Unilever, Colgate, Fever-Tree and BOL Foods, Rezolve operates at both SME and enterprise level.

“Moving to digital vouchers has completely simplified our current process. It’s quicker, easier, and fits how we work today especially with more of us working remotely. The team have been great – collaborative, responsive, and always open to feedback and quick to find solutions when we’ve needed them. It just feels like a much more modern, simple way of working now.”
Sarah Samtani – Consumer Care Manager, Organix

“Working with the team at Rezolve is great. The level of service and attention we receive is excellent – the team is so responsive, professional, and clear in their communications. The platform itself is so incredibly intuitive, which makes it easy for new agents to get up to speed quickly. It streamlines our consumer care process and helps us respond to queries faster and more effectively than ever. Rezolve has become an integral part of how we strive to deliver great service.”
Nika Bureick – Consumer Experience Capabilities Expert Germany, ABInBev

How does it work?

While brands invest heavily in incentives and loyalty programmes, complaint-related compensation has remained manual and inefficient.

Rezolve enables organisations to:

• Issue compensation via instant at-till redemption, cashback or direct payout
• Distributed digitally in seconds – zero P&P costs
• Reduced cost per resolution and driving significant time savings
• Capture structured consumer insight
• Drive retention and increase lifetime value

In effect, Compensation as a Service formalises complaint spend as a measurable,
performance-driven channel. “Compensation has historically been treated as an administrative task,” said Mark Fraser, Founder of Rezolve. “Yet it represents significant spend. Compensation as a Service brings speed, structure and accountability to that spend, turning complaint handling into a strategic revenue lever.”

Rezolve positions Compensation as a Service as a core component of modern consumer
engagement infrastructure.

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Expanding PrettyGreen’s integrated communications service offering with AI-enabled Paid Social, Search and Content Marketing 

LONDON: PrettyGreen – the Global Fame Making agency, has acquired performance marketing business, PinPoint Media as part of the agency’s long-term growth strategy. 

PrettyGreen now holds the majority stake in PinPoint Media while founder Oliver Bruce retains a meaningful shareholding and continues to lead the agency as CEO. 

The acquisition of PinPoint Media, for an undisclosed sum, expands PrettyGreen’s integrated communications offering, adding AI-enabled Paid Social, Paid Search and Content Marketing to its existing capabilities across PR, Influencer, Social, Experiential and Production.  The partnership unlocks exciting new opportunities for both businesses, teams and clients.

Announcing the deal Mark Stringer, Founder & Group Chair at PrettyGreen said: “This acquisition is a clear signal of our intent to back ambitious, Founder-led agencies that are redefining how marketing, performance and creative are delivered. Oli and the Team at PinPoint Media exemplify the type of business we want to embark on new adventures with, as we execute our buy-and-build strategy.” 

Jessica Hargreaves Paczek, Group CEO at PrettyGreen commented: “Building on our best year in 2025 (when Mummy Pig broke the internet and we won over 30 awards!) we continue to focus on evolving and futureproofing our ability to deliver global fame-making campaigns for clients. This partnership brings together businesses with a shared belief in independence, outstanding performance and craft for the benefit of our clients and team.” 

Oliver Bruce, Founder CEO at PinPoint Media, added: “Joining PrettyGreen marks the beginning of a new chapter for our agency.  Their commitment to creativity, innovation and entrepreneurialism is deeply compelling, and will enable continued growth for our teams, greater access to talent for our clients, and an exciting opportunity to scale internationally.  We are looking forward to playing our part in global fame making.” 

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