Upmarket Russian supermarket operator Azbuka Vkusa has launched a retailer loyalty scheme, created by Winning Moves and BrandLoyalty, offering customers the chance to collect World Football Stars 2018-themed Top Trumps cards.

Russian retailer Azbuka Vkusa runs football stars Top Trumps loyalty scheme


Upmarket Russian supermarket operator, Azbuka Vkusa, has launched a retailer loyalty scheme offering customers the chance to collect World Football Stars 2018-themed Top Trumps cards.

The promotion was created by retail loyalty specialist BrandLoyalty and games company Winning Moves, which owns the Top Trumps brand and licences it for bespoke promotions as well as for sale in retailers.

Azbuka Vkusa – which translates into English as ‘The Alphabet of Taste’ and which has been called the Waitrose of Russia – is rewarding customers with packs of four random cards every time they spend a minimum of 400 roubles. Shoppers can also buy collectors’ albums to keep and display their card collections.

Winning Moves worked with top UK and European football clubs, including CSKA Moscow, to bring together the collection of 96 leading international soccer stars.

Carl Cliss, Partnerships and Promotions Director at Winning Moves, says: “This type of promotion involves an enormous amount of time and effort, but when you see it come to life it is immensely satisfying – even more so with the promotion being selected to run in a territory where the Top Trumps brand is still relatively unknown. But that’s the beauty of Top Trumps – it’s a simple, straightforward game, with worldwide appeal and relevance.”

Winning Moves, which is a member of UK marketing industry trade body the Institute of Promotional Marketing (IPM), is a leading games company operating in UK, Europe, South Africa, North America and Australasia. As well as owing the hugely popular Top Trumps brand, Winning Moves has a license from Hasbro which allows it to create special versions of games such as Monopoly, Cluedo, Trivial Pursuit, Connect 4 and Guess Who, which are often used in promotional campaigns. Winning Moves has worked with companies including Shell, Sky News, McDonald’s, Kerry Foods, Ferrero, Mirror Group Newspapers, Singapore Airlines, BMW, Peugeot, BT TV, Hovis, British Gas, Merlin Entertainment, Metro Group, Cadbury’s, Nestlé Purina, Coca-Cola and Weetabix.

BrandLoyalty is a global leader in providing innovative, tailor made loyalty programmes for food retailers. Through a tailor-made, data and digital driven approach, it creates incentive-driven shopper loyalty programmes designed to drive immediate improvements in retail performance for food retailers worldwide. BrandLoyalty is part of LoyaltyOne, which also owns AIR MILES, Precima, ICEMOBILE and Colloquy. LoyaltyOne is in turn owned by Alliance Data, which provides the data and analytical support behind loyalty and marketing campaigns for more than 1,000 consumer-facing companies worldwide across retail, travel, pharmaceutical, financial services, auto and more.