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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Nemiroff is turning supermarket shelves into stadium seats with a new campaign that celebrates the beautiful game. In partnership with IPM Members Activation, this promotion gives fans a chance to win VIP matchday tickets, snack hampers, and cash prizes.

Launching across Co-Op, Morrisons, Asda, and Sainsbury’s, the grand prize is more than just a seat in the stands. It’s a full-throttle football weekend, complete with hospitality and £750 cash to cover travel, digs, and dining.

Crafted for the Crowd

Nemiroff’s partnership with West Ham United, Fulham, Everton, and Aston Villa sets the stage, but the campaign is designed to resonate with fans of all stripes. Whether you’re claret and blue or just here for the brew, the activation celebrates the shared spirit of football fandom.

Instant Wins That Hit the Back of the Net

Not every shopper will bag the big prize, but that doesn’t mean they’re off the pitch. Nemiroff is fuelling the fan experience with a line-up of instant-win rewards, including pub-style snack hampers and cash prizes. Whether you’re hosting a home-viewing party or just fancy a solo celebration, these prizes bring the matchday magic straight to your sofa. It’s all about rewarding fans in the moment, no VAR required.

From Shelf to Stadium

The campaign runs from July 16 to August 16, timed perfectly to capture attention as anticipation builds for the 2025/26 Premier League season. A dedicated microsite makes entry easy, while in-store POS brings the energy to the aisles. Want to see how it all comes together? Click here to find out more and enter the draw yourself.

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“Win a Taste of the South West” bottles Cornish heritage, foodie fandom, and a dash of instant‑win theatre, creating a campaign as packed with flavour as the IPA itself. Tasked with boosting brand awareness and driving rate of sale, IPM member Activation has crafted a standout promotion that spans both on‑ and off‑trade and speaks directly to Proper Job drinkers’ passions and personalities.

Proper Job drinkers do not sip; they savour. They seek out bold experiences, genuine craft, and big flavours. Audience insights revealed that gastronomy was the perfect playground for these flavour chasers. Brewed in Cornwall, Proper Job already has deep roots in the South West. With a wealth of top‑tier foodie destinations nearby, Activation saw the ideal way to celebrate the beer’s provenance and give food‑loving consumers a prize they could truly relish. Thus, Win a Taste of the South West was born.

A Tour of the Taste Buds

The headline reward puts the power in the winner’s hands: a long‑weekend culinary escape of their choosing. Whether it is seafood mastery with Rick Stein in Padstow, coast‑to‑table flair with Mark Hix in Lyme Regis, Michelin‑level technique from Josh Eggleton near Bristol, artisan baking with Richard Bertinet in Bath, or field‑to‑fork feasting at Hugh Fearnley‑Whittingstall’s River Cottage in Axminster, the choice is theirs. Four‑star accommodation, hearty breakfasts, a generous food‑and‑travel allowance, and an ice‑cold Proper Job to toast each day complete the personalised flavour journey.

Instant Wins That Keep the Flavour Flowing

Even if the grand getaway sails past, the fizz hardly fades. Flame‑ready Mesa firepits, chef‑sharp Pareusi knives and Proper Job e‑vouchers can all be won instantly, each one flashing up the second a code is entered on Activation’s bespoke Promotor microsite.

Joining the draw is refreshingly simple. Shoppers pick up the limited‑edition four‑can pack in store or order a branded pint in participating pubs, upload the unique code at properwin.co.uk, and let fortune pour. From hop to hotplate, Activation has turned every sip into a story and every code into a passport to personalised South West flavour: a Proper Job, done properly.

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The Ingenuity Group acquired Reg&Co in March 2024 to bolster its brand partnership offering, with the two agencies aligning themselves closely and working together successfully. Today it is revealed they are merging under one name – Reg&Partners – led by Managing Director and founder of Reg&Co Karen Morris.

Chris Kemp, Founder and CEO of The Ingenuity Group, comments: “The Ingenuity Group acquired Reg&Co to supercharge our brand partnerships and sponsorships offering. After months of successful collaboration between them and our existing partnerships division now felt like the right time to fully integrate the two and relaunch our offer under the new Reg&Partners brand. Karen will be taking the now fully integrated team forwards as it continues to grow in 2025.” 

Karen Morris, MD of Reg&Partners, adds: “This merger and rebrand is incredibly exciting for the team and our existing and future clients. Merging the Ingenuity brand partnerships team with Reg&Co under one umbrella, Reg&Partners, combines the expertise and networks of both agencies, empowering us to grow and deliver more for our current and future clients.  I am excited about the challenge for 2025 and beyond as we deliver sponsorship strategy and sales, brand partnerships, licensing opportunities and loyalty programmes.” 

Reg&Partners client roster includes The Royal Institution, Sony Pictures, Samsung, Hasbro, Hello Fresh, Grosvenor estates, The Kennel Club, Canary Wharf Group, Chance to Shine.

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UK supermarket Sainsbury’s has debuted their exciting new Christmas advertisement today, featuring Roald Dahl’s universally beloved character the BFG.

Set to premier on ITV1 at 8:15pm on Friday 1^st November during Coronation Street, the ad follows the 24-foot friendly giant as he embarks on a new adventure with Sainsbury’s employee Sophie. In a TV first, real-life Sainsbury’s colleague ‘Sophie’ embarks on a journey with the Big Friendly Giant (the BFG), showcasing the delicious flavours of Sainsbury’s festive Taste the Difference range.

The deal was negotiated and managed by Born Licensing, licensing agent for Roald Dahl Story Company. RDSC engaged Born Licensing to bring to life their global partnership and licensing strategy, facilitating ATL campaigns which truly harness the unique storytelling qualities of their IP in an authentic way.

Born Licensing, in collaboration with the Roald Dahl Story Company, worked with Sainsbury’s creative agency, NCA, to ensure this new iteration of the BFG came to life with authenticity. Fans of the beloved book will be delighted to see famous references from the story including snozzcumbers, Frobscottle, and dream jars feature in this magical Christmas campaign. 

The extensive partnership will see the BFG appear across TV, print, outdoor, social media, direct mail, and PR.

“Christmas is the most competitive period for British advertisers and licensing a generationally adored character like the BFG is a sure fire way to capture attention. This is a brilliant example of how powerful advertising can be when combining cherished IP with brilliant creative.”

David Born, Founder and CEO of Born Licensing

“At the Roald Dahl Story Company storytelling is at the heart of what we do and we’re always on the lookout for opportunities to bring our beloved characters and stories to life in new ways, through bespoke and authentic partnerships and marketing campaigns. The BFG is the perfect fit for Sainsbury’s in creating a big Christmas.

Alice O’Brien, Head of Global Commercial Partnerships at the Roald Dahl Story Company

The power of Roald Dahl’s unique stories and characters is evidenced in Sainsbury’s desire to collaborate on the biggest marketing moment of the year. The partnership provided the opportunity to tell their story in a new and innovative way, harnessing the nostalgic love that the BFG brings to generations of audiences.

NCA and Ogilvy were behind the Creative with Rogue Films producing the TVC. The longform” film with cutdowns was directed by award winning Director Sam Brown. Post-production and VFX were done by Electric Theatre Company.

“By collaborating with Sainsbury’s to bring Roald Dahl’s beloved BFG to life in a new story, we hope the nation is as captivated as we are to see two old friends back together this Christmas.”

The BFG is perfect for Sainsbury’s mission to create a Big Christmas for all. Having only snozzcumbers to devour in Giant Country, his curiosity for good food leads to an adventure of discovery and wonderment with Sainsbury’s Sophie in order to bring the magic of Christmas to everyone.”

Natalie Hopkins, Director of Global Product and Partnerships at the Roald Dahl Story Company

This brand-new campaign comes as more and more audiences are enjoying Roald Dahl’s iconic stories being brought to life. Recently, stage adaptations of The Witches and The Enormous Crocodile opened to critical acclaim and sell-out shows, Paul King’s Wonka became an international box-office smash and Wes Anderson’s cinematic adaptation of Roald Dahl’s adult short story The Wonderful Story of Henry Sugar received numerous plaudits including an Academy Award. Brand new publishing inspired by Roald Dahl’s The Twits by Greg James and Chris Smith landed in the Top 10 Children’s Hardback charts upon release, and fans the world over continue to devour Roald Dahl products and enjoy partnerships like The Twits and Charlie & The Chocolate Factory Afternoon Teas in London.

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Branston, renowned for bringing families together around the dinner table, is teaming up with Netflix’s animated film That Christmas to embrace the magic of Christmas. This partnership, brought to life by Activation, brings the holiday spirit directly to supermarket shelves, enhancing visibility and deepening the brand’s connection with families during one of the most important retail periods of the year.

With That Christmas set to premiere on 4 December, Branston’s in-store activations will ensure shoppers are immersed in festive joy from the moment they step in-store. Based on Richard Curtis’s beloved children’s books, the film weaves together tales of love, family, and holiday mishaps, celebrating the timeless spirit of togetherness that makes Christmas so special.

“Bringing That Christmas into the retail space allows us to connect with families in a festive, meaningful way. By integrating the film’s spirit into our promotions, we’re blending Branston’s warmth with the joy of the holiday season.”

Claire Steward, Account Director, Activation

The key objective of this campaign is to boost visibility and drive purchases during this crucial period for Branston. Launching exclusively at Sainsbury’s, the first activation features striking snow-capped point-of-sale displays and strategically placed floor stickers, guiding shoppers directly to Branston’s shelves. Shoppers can also take part in the “Win a Christmas to Remember” promotion through the Nectar loyalty program, encouraging both trial and acquisition with the incentive of a high-value reward.

This collaboration between Branston and That Christmas unites two brands with a shared focus on bringing families together. By aligning their messaging with the warmth and nostalgia of festive celebrations, both reinforce their roles as key ingredients for family gatherings.

As the season progresses, more activations will follow, including the launch of limited-edition jars, designed to elevate the in-store experience and drive excitement. Find out more about Branston and That Christmas on the Branston website.

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Activation teams up with Tilda for a flavourful campaign promoting their ready-to-heat flavoured rice pouches. Tilda is a much-loved, multicultural British brand, and Activation jumped at the chance to elevate their latest product range.

The aim? To grab shoppers’ attention along the path to purchase with a creative idea that combines ease and convenience with the exciting possibility of unlocking a world of flavour.

CREATE TA-DAA! WITH TILDA!

The concept is simple: Tilda flavoured rice adds the TA-DAA! to teatime. Looking to create something new and inspiring? Count on Tilda to transform dinner into a plate to be proud of. Easy experimentation meets remarkable results. The idea needed to be light-hearted, snappy, ownable, and inspirational. But most importantly, visually exciting and engaging!

The concept is built on the insight that millennials, the target audience, are adventurous and keen to try new things. However, they fear failure and don’t have time for experiments that might not work. Tilda offers a solution, allowing them to explore new flavours and cuisines, elevating their mealtimes.

Activation Across the Shopper Journey

At the heart of the promotion is the chance for shoppers to win a flavour-filled holiday for two! Choose from flavour adventures in Jamaica, Mexico, Portugal, or Greece, perfectly linking back to Tilda’s product flavours.

They also gave away 80 individual prizes to be won over 80 days, including everything from air fryers to Tilda bundles, all centred around the brand campaign ‘Elevate your plate’. Consumers simply need to purchase a pack of Tilda ready-to-heat flavoured rice to enter.

Activation has worked across the entire shopper journey, utilising various touchpoints both online and offline:

• In-Store: FSDUs, retailer magazine ads, aisle fins, and more.
• Social Media: Paid and organic social creatives alongside TikTok-specific content.
• Out-of-Home (OOH): 14 and 6 sheets at key locations and on the Tube.

The campaign launched on 1st May and runs until 19th July, and can be seen at https://www.tilda-tadaa.com

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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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TLC Worldwide UK is thrilled to announce the launch of its exciting summer campaign in partnership with Aldi, which offers free sports lessons to kids across the UK.

The “Get a Taste for Sport” campaign aims to encourage children to embrace a new sport this summer, with over 50 different sports to choose from, delivered by TLC Worldwide UK’s National Sports Network.

The campaign, which is live in Aldi stores across England, Scotland, and Wales, will run from 19th June 2023 until 31st July 2023. Every customer is rewarded when they spend over £30 in store. Participating customers can claim a complimentary kids sports session at one of the thousands of venues within TLC Worldwide’s National Sports Network. Whether it’s skating, dancing, wheelchair rugby, wheelchair football, tennis, squash, martial arts, shinty, shooting, outdoor action sports, water sports, golf, gymnastics, combat sports, football, basketball, archery, badminton, or one of many others, TLC Worldwide UK ensures a wide array of options to cater to every child’s interests, with a range of accessible sports available.

“At TLC Worldwide, we believe in the power of sports to foster growth, build character, and create unforgettable experiences for children,” said John Pearson, Managing Director at TLC Worldwide UK. “Through our partnership with Aldi, we are delighted to provide children with the opportunity to discover their passion for sports through free lessons. We aim to inspire and motivate them to lead active and healthy lives.”

To participate in this exciting campaign, customers need only spend £30 in any Aldi store. Upon meeting the spending threshold, customers will receive a voucher with instructions on how to claim their free kids sports lesson via the campaign website. Full campaign details and terms and conditions can be found at freesportssessions.aldi.co.uk/terms.

As a component of the initiative, TLC enlisted the assistance of influencers to endorse the messaging and contribute to the campaign’s promotion. Additionally, TLC collaborated with sports associations and their ambassadors to enhance the promotion efforts. All promotional content related to the campaign can be discovered by utilising the hashtag #tasteforsport.

TLC Worldwide and Aldi are committed to promoting the benefits of physical activity and fostering a love for sports among children. By offering these free sports lessons, the campaign aims to make sports more accessible, helping children discover new interests and develop valuable skills.

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