Retailwise, a new platform brought to you by leading SaaS specialists Staffwise, comes at a moment when UK marketing budgets are recovering and brands are doubling down on in-store activations. 

According to the IPA Bellwether Q2 2025 Report, a net balance of 5.5% of marketers increased spend, reversing a four-year low in Q1. While growth in experiential marketing eased slightly to 3.9% (down from 5.4%), it remains one of the few areas showing consistent investment, alongside sales promotions and direct marketing. 

This renewed confidence in experiential formats is being felt across retail. Shoppers are returning to physical spaces not just to buy, but to engage. And brands are responding with activations that are more immersive, more interactive, and more strategically designed to drive shopper engagement, influence purchase decisions, and extend reach beyond the store through social sharing and branded content.

Recent UK data highlights the scale of this shift:

• 88% of the population visited a retail destination in late 2024  
• Under-35s averaged 9.5 visits per month, driven by experiential formats 
• 85% of customers are more likely to spend in-store after attending an event 
• 73% say they spend more time and money in stores offering experiences 
• 77% of marketers now integrate experiential into their brand strategy  

With mainstream signals like Netflix formalising “Netflix House,” and the Financial Times putting immersive entertainment near £100bn in 2024 with strong growth expected by 2030. This reflects what many IPM members are seeing on the ground: a rise in in-store activations, sampling campaigns, and immersive merchandising. All of which depend on well-coordinated field teams.  

“We built Retailwise to solve very real industry challenges we saw our clients facing every day,” says Mark Waddington, Founder of Staffwise. “It’s about empowering agencies and brands with the tools to run smarter, faster, and more effective retail execution.”

Connecting Field Teams to Campaign Results 

Retailwise is designed to close the gap between the people delivering in-store campaigns and the systems used to measure their impact. Field teams are often managed separately from reporting tools, leaving brands with fragmented data and limited visibility.  
 
The platform brings together scheduling, onboarding, and real-time reporting into one streamlined system. Whether it’s a nationwide sampling tour or a series of tactical merchandising visits, agencies can now track who was on-site, what was delivered, and how it performed, all in one place. With budgets tight, spending becomes strategic and having access to a wealth of data and analytic helps underpin effective retail spending. 
 
In addition to it’s shelf-scanning tools, Retailwise also focuses on the people behind the campaigns  (brand ambassadors, merchandisers, and promotional teams) giving agencies visibility into attendance, activity, and outcomes. 

Smarter Retail Starts Here 

In a landscape where shopper expectations are rising and brand experiences matter more than ever, platforms like Retailwise are helping agencies and brands lead with confidence, clarity, and impact. Ready to see it in action? Visit retailwise.io or book a demo to explore how smarter retail execution starts here. 

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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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How do you reward the hands-on, get-it-done spirit of The Woodsman Whisky’s drinkers? That was the challenge Activation set out to solve with the Doers Draw, a disruptive new on-pack promotion and shopper campaign designed to bring the brand’s craft, character, and soul to life at the point of purchase.

Running across Tesco, Sainsbury’s, Asda, Morrisons and Co-op, the campaign taps into the world of the Doers. This is a community of adventurous, practical individuals who value craft, camaraderie, and the satisfaction of a job well done. Whether it’s a DIY weekend project, a BBQ with mates, or some quiet shed tinkering, this audience is united by a love of making, doing, and sharing.

Win Like a Woodsman

Shoppers are offered the chance to win daily prizes, all drawn from the Woodsman world. From Leatherman tools and Timberland boots to backpacks, gilets, and camping gear, each prize has been chosen with this audience in mind. At the centre of the promotion sits a standout grand prize: a bespoke gas fire pit made from a whisky barrel, handcrafted by Scottish maker Barrel Built Designs. It’s a reward that’s personal, practical, and proudly displayable, perfect for the next garden gathering.

The activation was developed by shopper marketing specialists Activation. Building on The Woodsman’s ATL campaign tone, it takes a shopper-first approach full of charm and character. From bold “Doers Draw” messaging like “Win a prize from the barrel”, to rustic POS and a mobile-first microsite, every detail is designed to resonate with the Woodsman drinker.

This is a campaign that doesn’t just speak to its audience. It reflects them. And when the job’s done, there’s a fire pit waiting, a dram poured, and a moment to enjoy what’s been earned.

For the full story from the team behind the campaign, read Activation’s blog here.

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Futura Foods has launched an exciting new on-pack competition for its award-winning PDO YAMAS! Greek Feta, inviting shoppers to experience the authentic Mediterranean like never before.

From 11th June through to the end of August 2025, customers purchasing YAMAS! Feta can enter
for the chance to win an unforgettable Greek foodie adventure for two in Crete.

The grand prize includes return flights from the UK to Heraklion, private transfers, a seven-night stay at the stylish DOM Boutique Hotel, and a hands-on cooking class with a local Cretan chef in a
traditional village.

The lucky winners will learn how to create rustic dishes like dolmadakia, lamb with artichokes, and the classic Greek Feta salad – featuring delicious YAMAS! Feta of course – all against the stunning backdrop of the Cretan hills.

The prize also includes £500 spending money, a personalised itinerary app, and full winner management, offering a seamless, indulgent Mediterranean escape.

In addition to the main prize, 20 lucky winners will also receive authentic Greek hampers, packed
with delicious Mediterranean treats.

“We’re thrilled to champion this celebration of Mediterranean food and culture with our YAMAS! Feta,” said Rhian Newman, Marketing Lead at Futura Foods. “It’s the perfect way to reward our loyal customers with a taste of real Greek authenticity.”

For more information, look out for specially marked packs in-stores this summer and click here to find out more. Prizes courtesy of IPM Members, Another Way, with PR support from Big Little London.

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Birds Eye are bringing fun and sun to supermarket freezers with ‘Win Trips With Chips’.

Created by Cat Among The Pigeons, this major on-pack promotion teams up with Jet2holidays to offer shoppers an unforgettable summer experience. ‘Win Trips With Chips’ will run across millions of packs of Birds Eye chips, waffle fries, and dippers until June 2025, connecting with consumers during a key time for planning family holidays.

The promotion features 10x all-inclusive holiday prizes to be won, each worth £4,000. To further capture attention, Cat Among The Pigeons has introduced a unique prize giveaway of Chip Flops—pairs of sandals designed to be the talk of social media this summer. In addition, 1,000 lucky runners-up will receive a £10 OFF Birds Eye coupon, encouraging shoppers to explore the wider range of Birds Eye frozen meals.

Adding even more value, EVERY pack also features £70 OFF your next Jet2holidays booking to be claimed when you enter at www.birdseyetripswithchips.co.uk.

Paul McGann, founder at Cat Among The Pigeons adds “Families still want great taste AND value with their weekly food shop and this new promotion really delivers. Birds Eye chips, dippers and waffle fries are firm family favourites and alongside Jet2holidays, they feel like the perfect summer partnership. The campaign features some exciting freezer takeovers in-store and online and we’re confident ‘Win Trips With Chips’ will bring more fun and sunshine to the frozen category.”

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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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January often comes with a shift in consumer habits—out with indulgence and in with healthier choices. Tilda’s latest campaign, ‘New Year’s Rice-olutions‘, turns this annual reset into an exciting opportunity, blending vibrant flavours with convenience to inspire better meal habits for 2025.

Launched on 30th December, Rice-olutions builds on the success of Tilda’s 2024 Ta-daa! campaign. This time, the focus is on driving engagement with a creative off-pack promotion designed to resonate with time-pressed shoppers. The campaign showcases Tilda’s microwave range—including pouches, Tasty Sides, and the latest rice pots—positioning these products as the ultimate solution for quick, balanced, and flavour-packed meals.

Turning Resolutions into Rewards

At the heart of the campaign is an exciting incentive-led promotion designed to engage consumers during the critical New Year period. Rice-olutions taps into the growing consumer demand for experiences and holistic wellness with a mix of aspirational and practical prizes:

• Weekly experience vouchers encouraging consumers to try something new, whether it’s a cooking class or an adrenaline-pumping activity.
  
• Daily giveaways such as gym passes, Audible subscriptions, and meal plan gift cards, aligning with wellness goals while keeping the campaign accessible.

Creative agency Activation has orchestrated a bold multi-channel approach to maximise the reach of Rice-olutions. The campaign spotlights Tilda’s microwave range—pouches, Tasty Sides, and rice pots—through a comprehensive retailer media plan that includes eye-catching online banners, competition barkers, and high-impact retailer magazine features. Complementing this, the campaign leverages BVOD to showcase vibrant meal ideas, while an engaging suite of social media content energises Tilda’s channels. Running until 28th February, Rice-olutions ensures Tilda stays top of mind during one of the most critical retail seasons.

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The IPM is thrilled to spotlight Wall’s latest campaign, “Sing It to Win It!“—a fantastic demonstration of how brands can blend creativity, interactivity, and digital marketing to engage consumers.

This campaign builds on creative agency Activation’s earlier work, which first cooked up the “When Hunger Calls, Grab a Wall’s“ tagline. From tradespeople taking on the Wall’s Street Challenge to sausage rolls flying off shelves thanks to freebie giveaways, the tagline has already left its mark. Now, Wall’s is turning up the volume. Now, with ‘Sing It to Win It!’, the UK public is invited to perform their take on this catchy line. Participants can submit their renditions online for a chance to win £5,000, collaborate with a music producer, and have their jingle professionally recorded for a national radio ad airing next spring.

Rolling Out Big Laughs and Bigger Connections!

Wall’s expertly blends user-generated content with influencer partnerships, teaming up with On the Tools for a second year to strengthen its connection to the tradesperson community. By creating relatable, laugh-out-loud content that resonates with this audience, the campaign ensures its messaging hits home where it matters most. Key to driving the campaign’s success are sausage roll-loving influencers, who leverage their platforms to spread the word far and wide. This is further bolstered by Wall’s own social media presence and a targeted digital push on Meta and YouTube.

The campaign flips the script by inviting fans to join the action, turning a tagline into a national singalong. By encouraging people to get creative and have fun, Wall’s isn’t just selling sausage rolls—they’re turning consumers into co-creators and giving them a chance to shape the brand’s story. It’s a bold and playful move that brings Wall’s closer to its audience, turning everyday fans into the stars of the show.

This campaign stands out as a feel-good moment during challenging times. By offering a chance to win a tasty £5,000 prize, Wall’s serves up a tasty treat that will bring smiles and shares along the way. This approach brings the audience closer to the brand, creating a shared experience that’s fun, uplifting, and unifying. Think you’ve got what it takes to be Wall’s next star? Visit grabawalls.co.uk and let your voice be heard!

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