The nation’s favourite malt loaf brand, Soreen, have some spring-tastic news to share with their fans, as not only are their Chocolate & Orange Mini Loaves back by popular demand but they’re also now vegan-friendly.

Bursting with flavour and packed with chocolate orange deliciousness, the plant-based, vegan-friendly mini loaves come in at 50% less sugar and also 64% less fat than the average Easter cake bar, making for a tasty but healthier treat this spring.

The news follows the launch of Soreen’s biggest ever vegan range in January, when they announced that the vast majority of their products had gone vegan-friendly for 2021, including Soreen’s iconic original malt loaf products.

Mark Simester, Managing Director at Soreen commented: “We have been working hard to launch a full vegan range, ensuring to retain that squidgy texture and treat-like taste that Soreen is notorious for. The results from our taste panel sessions have been a huge success and we’re pleased to be able to offer an even wider range of vegan products this year, including our firm family favourite Chocolate & Orange Spring Mini Loaves.”

Seasonal flavours are often sought after for the nostalgic, feel-good sentiments they provide, but there are also some delicious chocolatey treats available this Easter that holds far better nutritional values than the usual options.

Liz Jacobs, Head of Marketing at Soreen said: “In the lead up to Easter, which is traditionally a time of indulgence, we tend to find that parents are interested in healthier choices for their children. Our Spring Mini Loaves provide just that, offering families a tasty treat at 50% less sugar and also 64% less fat than the average Easter cake bar.

“What’s more we haven’t compromised on taste by going vegan. Our Spring Mini Loaves still pack a punch in flavour as we’ve been able to maintain the unique combination of great nutritional credentials alongside delicious taste and tex­ture, as well as being a source of fibre and lower in calories than other Easter cake bars.

“Plus, now that we can offer a plant-based, vegan-friendly version of our popular Spring Mini Loaves, it means that they can also be enjoyed by children who need to follow a dairy-free diet.”

The chocolate and orange flavoured loaves contain no reds in their nutritional traffic lights. Featuring the traffic light nutritionals on the front of packs was a decision Soreen took in 2017 to make it easier for parents to make healthier choices.

The tasty looking ‘deliciously springy Soreen’ loaves come in multipacks of five and are all individually wrapped, providing an easy and convenient snack. They will be available in Nisa, Iceland, B&M, Asda, Sainsbury’s, Co-Op, Spar, Morrisons and Aldi and feature a recommended retail price of £1.

The Spring Mini Loaves are being sold until Easter weekend at the start of April, so Soreen fans have plenty of time to stock up on these tasty treats.

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Sarah de-Salis, Group Account Director and Corporate Communications at Finn Communications shares how brands should start sharing their sustainable efforts to meet the demands of consumers.

Unilever kicked off the month by announcing that it will halve the use of new plastics in their packaging by 2025, and help to collect and process more plastic packaging that it sells over the same period. Unsurprisingly, against a backdrop of Extinction Rebellion protests around the world, this has gained real traction in the media – but it’s also a really good example of a company standing up to be counted on an issue that matters to so many people.

It’s particularly interesting that the Unilever’s chief executive, Alan Jope, calls out that they’re “not against plastic”. It’s a significant point that sometimes gets glossed over. Like a number of other companies, Unilever can’t just ditch plastic – their brands rely on it to provide consumers with accessible, quality products. However, their additional commitments show that, as the third-largest consumer goods company in the world, they recognise that they need to find new ways to reduce their plastic use, and put their support behind a wider movement around a national, standardised recycling infrastructure to make change stick.

When it comes to issues like this, brands and businesses need to show that they are doing something. It’s when companies don’t share what they’re doing, or the action they’re taking behind the scenes, that they can find themselves under a glare of scrutiny. Greenpeace’s recent campaign against Sainsbury’s “silence” on “serious action to reduce plastic” is perhaps a good example of this. While actions will always speak louder than words, it’s crucial to take people on the journey with you and find ways to share moments of progress along the way.

Unilever isn’t immune to scrutiny, of course. Some campaigners argue that they need to be “more ambitious” by reducing overall plastic by 50%, not just new plastic. But they’ve made sure that their colleagues, customers, consumers and stakeholders know that they have a plan, they’re making it happen, and they will do more. They can’t be accused of doing nothing – and that’s powerful in a society looking for action to be taken.

If you want to find out how Finn communications can help you, then get in touch with sarah.desalis@finncomms.com

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Dario Pagani, Head of Brand at Ingenuity, shares how brands can use an intermediary to find the perfect agency partner that fits their requirements.

Turning to social media to find a new agency partner? Think again…

It’s a rainy Wednesday afternoon and Sandra, the EMEA Marketing Director has asked you to embark on the journey to source a list of agencies for a review scheduled in 2020.

Project “Find an Agency” – GO!

You start with your ‘go to’ agencies, these come from past roles and trusted recommendations.
Agency count: 2

Next stop: Google. Once hailed for its ability to democratise our access to information. It seems however, you’ve stumbled into another linguistic realm – a realm where people use abstract words to describe products and services in the hope of wooing fellow marketeers. I am of course referring to the controversially named, but often amusing: Agency Wank.

To be fair, who can blame them, in the UK there are over 25,000 marketing agencies all vying for a point of differentiation.

Current Status:
Confused, cynical and ignorant and let’s face it, guessing!

Alas, Google has been found wanting and you’ve turned to the depths of social media.

I want to share 3 examples of international brands that have recently turned to LinkedIn and Twitter in the hope of finding a sound recommendation.

This post received 80 comments in 2 weeks and included more friend-to-friend cronyism than Trump’s cabinet election process. Not one post asked for more information regarding the brands requirements and why would they… My point is that turning to social media for qualified agency recommendations is flawed.

I’m not saying the brand in question didn’t find a wonderful comms partner, however, but I can’t help but think there must be a better way to curate the perfect list of superstar-agencies to blow Sandra’s socks off in Mondays ‘catch up’.

Even if your goal is to test the water by asking your trusted ‘connections’ for some advice, this still won’t work. As soon as someone comments, likes or shares, your words are out there. Visible to everyone

A mere 59 comments for this Brand Manager from one of the biggest employers in the country to scroll through. Yet more self-promotion and friend-tagging.

My personal favourites:

• “Stop the search, speak to {insert friends name}”
• “Hi mate – modesty aside, our team are killing it right now!”
• “Hi there. You won’t find better ROI than with {agency name}”

This poor, unsuspecting leader in global fashion eCommerce decided to upload a post looking for a lead digital agency and almost broke Twitter with the number of in-bound tweets he received. He even took the time to ask them to stop sending him follow up emails!

My question is: what qualification process will this person go through to ‘check out all’ – probably the same as if he’d found these agencies via Google (website and creds).

Your agency search challenges (sound familiar?)

• No time
• Limited access to unbiased knowledge of the ever-changing agency landscape
• A lack of understanding of what the agency actually does (never mind what they’re good at)
• You need for something bold, something innovative, something that will upset the apple cart, but you don’t know what that looks like?
• You don’t want to disclose the finer details of your brief, and therefore company challenges to a long list of agencies
• Dwindling budgets mean you want value, ROI, you want bang for your buck!

I could go on, but you get my laborious point!

The solution

• Have a conversation with someone who doesn’t work for an agency and a vested interest in selling to you
• Make sure this person has their finger on the pulse of an ever-changing agency landscape (ask where their information comes from)
• Speak to someone who understands agency colloquialisms

Ingenuity’s smart approach has quickly become the most effective service for brands looking to find the perfect agency partner, often using expert industry bodies such as the IPM to focus their search to the very best by discipline. We specialise in helping brands find the hidden talent, the unique agencies, the game changing tech. We understand the modern supplier landscape, for the modern brand.

And the best thing is, we don’t have a select group of agencies that pay us a retainer. We put the best agency forward, no matter what. Oh, and our service is 100% free for brands to use.

Ingenuity has partnered with the IPM to create an Agency Referral Service giving brands unique access to the IPM’s membership – which includes some of the very best promotional marketing and brand activation agencies in the UK.

Find out more and submit a brief here or email the team at AgencyReferrals@theipm.org.uk

Burberry, Head of Marketing Procurement, says: “Ingenuity is one of those companies that every ambitious Procurement Professional needs to have on speed dial. They make it their priority to be in touch with the Marketing Supplier marketplace, to know about who the major players are, the new entrants, and technology innovations. “

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Gavin Silsby, Planning Director at Haygarth, shares how retailers can offer environments that reflect the motivations of today’s bricks & mortar shoppers. 

It’s easy to get carried away when discussing the influence of online retail. After all, less than 20% of all retail sales come from digital channels and of those, nearly a fifth come through one retailer. Despite what you hear, physical retail, bricks and mortar is still the major player, but this doesn’t mean we shouldn’t heed the lessons learnt in ecommerce in our physical stores, far from it. Here at Haygarth we believe we need to in fact widen our horizons and take learnings from throughout the digital spectrum, leveraging those behaviours that now inspire all areas of our lives to provide a retail experience that perfectly aligns with today’s customer motivations.

For most of us, our world is digitally-led. We use technology to facilitate, communicate and entertain, seamlessly navigating between the physical and digital worlds without thinking. From instant gratification to curated and personal, the digital world sets our expectations. It inspires and defines our hopes and dreams, and provides feedback as to how well we are living up to these ideals. This is a world where everything has a value to be weighed up against our own desires. A world where everything is immediate and accessible. A world where shopping is as much about realising ambitions as it is buying products.

Despite this, it can be tempting for traditional retailers to fixate on the frictionless purchase experience offered by the online fulfilment giants, focusing on the final few steps rather than the journey as a whole. But there is a reason we talk about shoppers rather than purchasers, and that’s because the act of buying encompasses far more than just the final transaction. Whilst the online world allows for instant and continuous movement between touchpoints and across spheres of influence – from blog to style guide to social group to retailer – bricks and mortar provides the opportunity to meet customer needs on a deeper and more tangible level in one self-contained environment. By focusing on the shopping journey – inspiration, relevance, participation – rather than the destination – purchase – physical retail spaces can add value on their own terms rather than trying to compete with the convenience of online.

By shifting focus from the transaction, retailers can offer environments that reflect the fundamental motivations of today’s shoppers. From Instagrammable installations to lifestyle classes and cultural curation, best-in-class bricks and mortar retailers are offering genuine customer value based on behaviours honed in the digital sphere. To ensure we are meeting customer needs across the path-to-purchase, Haygarth look to provide retail experiences to meet three core drivers:

• Revelation – Providing culturally relevant knowledge or expertise to increase brand equity and aid discovery of products
• Recommendation – Curating choice based on personal need, trends or popularity to assist selection and provide confidence to purchase
• Recognition – Delivering socially valuable moments to extend store or product experience into wider channels

This ambition to integrate pop culture and lifestyle trends with shopper behaviour and preferences, allows us to elevate retail stores to be far more than just warehouses full of goods. Instead we look to harness the natural emotion of the purchase journey, capturing and fuelling it by providing valuable moments which transcend merely choosing products. We believe that every aspect of the in-store experience, from display and communications, to engagement and staff, should align with our shopper’s motivations in order to facilitate moments of desire.

After all, no matter the extraordinary lengths that online retailers go to to reduce the time from purchase to fulfilment, they will never be able to match the feeling of physically holding an item in your hands, metaphorically and literally taking ownership of it, and walking from a store with the satisfied glow of the perfect purchase.

If you want Haygarth to help you, get in touch with Gavin Silsby at gavin.s@haygarth.co.uk

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Alpen, the £60 million brand, has hidden 20 golden tickets in selected packs for the launch of its new ‘Reach Your Peak’ marketing campaign – inspired by Alpen’s mountain heritage.

The £1 million campaign, which includes the on-pack promotion on core Alpen bars and muesli, is designed to increase consumer awareness and drive sales this summer.

Across the breadth of the campaign, consumers will get the chance to win a range of prizes, with the pack promotion offering multiple consumers the chance to win £1,000 cash.

The campaign will also be supported by a wide range of POS toolkits to drive physical availability in store, as well as a strong digital campaign.

The on-pack promotion will be live from mid-August and will run until October.

Helena Blincow, Marketing Manager at Alpen, says: “It’s been a big year for Alpen with our Bars packaging refresh, NPD including the new Protein Bars, new Coconut & Chocolate flavour, and an optimised range of single bars, not forgetting our new Alpen Create product within our muesli portfolio. The brand is currently growing at +2% and we’re hoping to build on this growth and reach our peak too with the new campaign! By injecting some excitement and engaging consumers we’re aiming to increase visibility instore and online, driving sales and wider category growth too. Retailers should make sure to stock up on the limited edition packs and make use of the engaging POS available to showcase the Alpen range and bring the campaign to life in store.”

The limited-edition promotional packs will be available across the wholesale, convenience and grocery channels.

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Australian-born lager Foster’s – one of the most loved beer brands in the UK – is looking to put the fun back into Friday with a major on-trade campaign featuring the brand’s well-loved Aussie agony uncles Brad and Dan.

The campaign, Foster’s Friday, gives drinkers the chance to win £1,000 in cash plus other prizes of Foster’s merchandise through an instant win scratch card mechanic.

The activation links to Foster’s new £6m ATL campaign which launched last month on TV, and saw the return of the favourite Aussie duo: Brad and Dan. Using the brand tagline of ‘Good Call’, Foster’s Friday rewards purchase with a scratch card which details humorous dilemmas, similar to those posed in the TV ads. Three scratch panels on the cards offer possible answers. Correct answers, or a ‘Good Call’ offer a unique code to enter online to win cash, or instant wins of beach themed merchandise, such as headbands, T-shirt, or sunglasses.

Kicking off on 3^rd May and running for a month, Foster’s Friday will feature in more than 7,000 outlets  around the UK. The campaign, which was devised by creative agency Space, supplies a promotional kit with all the materials and assets necessary to run the campaign, including prizes, scratchcards, beer mats, posters, beer jugs, and staff T-shirts. A tailored version runs in more than 700 Marston’s pubs.

Grace Shelton-Wills, Brand Manager at Heineken UK, said: “Foster’s remains one of the UK’s best loved beer brands, but recent On Trade support has focused on its functional benefits, such as its great refreshment. Foster’s Friday brings back the emotional engagement in the shape of Brad and Dan’s light hearted Aussie wisdom.  The activation gives outlets an opportunity to drive footfall into their pub or bar at the end of the week on a Friday, a key occasion of the UK On-Trade.”

Classic Lager makes up 60% of all draught lager, and one in every two pints of beer consumed in the UK is Foster’s, John Smith’s, Guinness, Carling or Carlsberg. Thanks to its broad appeal, Foster’s delivers two in five pints of lager poured in the average pub where it’s stocked, reinforcing the importance of Maximising the Core – a Heineken category driver focused on adding value and delivering quality. Foster’s is brewed with low bitterness and low malt to deliver a clean, accessible taste profile designed to refresh the thirstiest men on earth.

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Lee McCarrick, Business Development Manager at eventeem, shares some tips and advice on how brands can make their first impressions count when interacting with potential consumers.

First impressions are formed immediately, are often subconscious and result from an overall perceived image or action.

When working as a brand ambassador, your most important job is to embody the brand you are representing.

It’s vital that you’re aware of what message and brand image you need to convey to consumers, and ensure that you follow this through in your communication and behaviour, making sure that every impression made on a consumer is the right impression.

>> How much time do you have, to make that first impression count?

On average, people form an emotional opinion of you within seconds of interaction, sometimes sooner. In other walks of life, you may get several opportunities to influence somebody’s opinion of you but certainly not in the events and promotional industry. You have only a very small window to create that positive and lasting first impression on the people you speak to, and quite possibly, no second chances!

First impressions can even be formed from a distance which means your presentation and professionalism needs to be on point, at all times, and not just when you’re engaging with someone. Bear in mind that consumers are often watching from afar, or on approach to your promotional area.

>> How important is that first impression? 

The answer is, VERY!

Your interaction with the consumer could be the first time the consumer has engaged with the brand you are representing, especially if the company is relatively new or is promoting a new product. This interaction could make or break the consumer’s connection to the brand and creating a negative experience at this early stage, is an impression that could last a lifetime.

When you get the opportunity to interact with a consumer just remember that you may have spoken to a hundred people before speaking to the person in front of you but for them, it’s their first time so make it count!

The whole purpose of experiential is to inspire an emotional connection that creates consumer loyalty and retention, so it’s your job to ensure that connection is the most positive it can possibly be. Experiential works, but only when the brand ambassadors (you!) are brilliant and on brand.

Event Marketing Institute’s “2016 EventTrack” report shows that 74% of consumers are more likely to buy a product after engaging with a successful experiential or promotional campaign.

Research by Cambridge University shows why first impressions are so important;

When customers receive good service they tell 10-12 people on average.
When customers receive poor service they tell upwards of 20 people.

>> Some points to consider when working on your next campaign

Think about how you appear to the consumer in relation to the following;

Presentation; As we’ve touched upon, it’s important to consider overall presentation even from a distance; consumers, competitors and even clients are looking at the event, exhibition or stand from multiple vantage points. So it’s vital that you take pride in your appearance; it’s the first thing somebody notices before they get to speak to you. Is your uniform clean and ironed? Does your appearance match the style guidelines you’ve been sent?

Body Language; Consider how you’re portraying yourself; is your body language open, approachable and welcoming? Or do you unintentionally appear uninterested and unapproachable? If you were the consumer, would you approach the stand?

Communication; Finally, consider the language used when communicating with the consumer. How would you greet them and start their first verbal interaction with the brand? Would you speak to a teenager or young adult in the same way you would speak to an older person? Probably not; you would adjust your communication style accordingly, and this is vital as a brand ambassador since you will engage with people from all walks of life with different experiences and expectations.

>> First impressions during the staffing process

Whilst there is a huge amount of responsibility on a brand ambassador to ensure that the initial and lasting impressions created by the brand are positive, there’s also a huge amount of responsibility on the staffing agency to select the right people for the job!

So that we can do just that, we make a conscious effort to nurture the best relationships with our promotional staff and get to know each new addition to our trusted candidate pool, as well as we possibly can. We make it our mission to ensure the right person is working with the right brand and carefully assess where somebody’s skill is best matched.

Bear in mind that when you apply for a new role you are potentially competing with a number of other promotional staff for that position. Don’t underestimate the importance of making a good first impression, even at the application stage. Consider the following when applying for a job with eventeem;

1. Why are you the best person for this job? Tell us in your application!
2. What relevant experience do you have?
3. Is your profile completed as proficiently as possible?
4. Are the photos you’ve uploaded suitable for presenting to the brand you’ve applied to work with?
5. Be prompt in your communication with us – time is often of the essence!

To recap, there are many points to consider when trying to use those first few seconds to influence somebody’s opinion and convey the right first impression. You need to be on top of your game right from the start and remain so, because you never know how your actions, whether consciously or subconsciously, are influencing that process.

You only get one chance to make a first impression – make it count!

For more information on how Eventeem can help you, contact Lee McCarrick at lee@eventeem.co.uk or 02921 676 500

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The Betfred British Masters golf tournament is teaming up with Harrogate Spring Water to become a champion of recycling and a showcase for sustainability.

Since the revival of the British Masters on the European Tour five years ago, organisers have worked harder and harder to reduce plastic waste and the 2018 event was the most sustainable ever, with all PET bottles being collected for recycling.

This year’s event is hosted by Ryder Cup star Tommy Fleetwood at Hillside Golf, in Southport, from May 9-12, when there will once again be a strong focus on sustainability.

Rory Colville, Championship Director of the Betfred British Masters, said: “We are proud that our waste and recycling initiative has become a showcase for other events to follow. We have worked with Harrogate Water since 2015 and they are one of our longest standing partners. All their bottles, glass and PET, are 100 per cent recyclable and contain at least 50 per cent recycled material. All the recycled PET is UK sourced material. That’s great but it is only the start. The challenge is firstly having the facilities in place at such a big event as the Betfred British Masters and secondly, educating everyone, including competitors and spectators to use the onsite recycling facilities.”

Around 100 dedicated bins will be installed to capture used PET bottles, which will be taken for recycling to Cleantech in Lincolnshire, a UK re-processor owned by Plastipak, which produces the food-grade recycled PET (rPET) used by Harrogate Water.

Nicky Cain, Marketing Executive at Harrogate Water, said: “We have been a British Masters partner since its revival on the European Tour and have worked closely with the organisers to develop a sustainable waste strategy, while at the same time ensuring the elite golfers are properly hydrated. Recycling is the here-and-now solution to avoiding waste and creating a sustainable circular economy. PET bottles are easily recyclable and represent one of the greenest packaging materials, producing four times less carbon emissions than alternative solutions.   If recycled a PET bottle can become another bottle again and again, it should never go to landfill or incineration. Our switch to using more than 50 per cent recycled content in our PET bottles means a reduction of 1,250 tonnes of greenhouse emissions per year. This is why recycling is so important for the environment. We need to recycle more in order to further our journey towards 100 per cent recycled content. We are proud to be involved in making the 2019 Betfred British Masters, one of the most sustainable events in the sporting calendar and we will be back for the 2020 event too.”

The Betfred British Masters takes place at Hillside Golf Club, Southport 9 – 12 May 2019.

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England Netball has announced an official partnership with trusted wound care brand Elastoplast.

They will be the Official First Aid Supplier for the Vitality Roses; England’s senior netball team, as part of the partnership, and will be offering support to the governing body at both a grassroots and elite level.

The brand hopes the partnership will continue Elastoplast’s mission to heal and further encourage people of all ages across the country to get active, lead healthy lifestyles and get up again.

Joanne Sinclair, Commercial Director at England Netball, said: “Like in any sport, athletes and participants at a grassroots level can easily incur an injury, so to have an innovative and trusted brand like Elastoplast on board provides that peace of mind that our netballers want. We are delighted to welcome Elastoplast to the netball family, and to know they are on hand to help any athletes or participants with injuries. It’s an exciting time for Elastoplast to join us with the Vitality Netball World Cup just around the corner and netball being thrust into the limelight. We’re very much looking forward to working with their highly experienced team!”

Having won gold at last year’s Commonwealth Games, the Vitality Roses are gearing up to compete for gold once again at the Vitality Netball World Cup alongside the world’s best teams from 12^th to 21^st July 2019 in Liverpool.

Andrew Rawle, Pharmacy Director at Beiersdorf; the parent company of Elastoplast, said: “Elastoplast recognizes that life is not always smooth, but our mission is to help families across the country keep going, no matter what. For more than 125 years, we have offered expertise in wound care, and are dedicated to supporting people in their time of need, whether it’s treating injuries or muscular pain. England Netball is a team associated with unrivalled performance and ambition, and we are thrilled to be partners with such a likeminded team. We wish the Roses every success in Liverpool.”

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Becky Munday, CEO at Mando, addresses customer lack of belief in brands Instant Win promotions, and shares how brands can shape their promotion to encourage customers to enter.

In times gone by a Winning Moment competition was one of the most popular mechanics for a brand to run. However, over the last couple of years there have been a few people creating a small amount of negative press. These so called “Experts” are making brands think twice before running these competitions and customers are missing out on the chance to win brilliant prizes and engage with the brands they love.

Some of these “experts” run online blogs, writing about their experiences of entering competitions. They claim to make a living out of winning prizes designed to reward consumers for purchasing the brand. I believe, that they are actually damaging some brands reputations by stating that these competitions are unfair and misleading, just because they don’t know anyone that has won. I blame the internet. This forum provides instant access to information and you think you know everything with Google at your fingertips.

A number of brands have got into hot water in the past over “Experts” claiming that these promotions are misleading. Covent Garden Soup in 2012 ran a competition with the chance to win £500,000 as a top prize. Although 260,000 customers entered, due to the winning URN not being entered that the algorithm was assigned to, the top prize wasn’t won. This resulted in a small number of people complaining that the promotion was unfair. Annie Swift, Chief executive of the IPM (at the time), said: “There was nothing wrong with the terms and conditions. It was legal, and it followed the rules which cover promotions like this.”

20 years ago, McCain put blue chips inside their packaging and if customers found one they won a family trip to Disneyland. Only a few were claimed but I don’t remember one person complained. This is partly due to the internet. Now it is easy for “Experts” to speak to each other in forums and social media groups where they can quickly jump to conclusions because none of them have won. The problem is this is more a maths probability problem than a brand ethics problem. If there are only 10 prizes across 35 million packs or codes and 20,000 “experts/compers” enter, the probability is they will not have a winning code.

McCain got into trouble with the ASA in 2018 for exaggerating prizes (£3m prizes available), but it was only after a complaint, the universe and chance of winning became public. The ASA upheld the complaint, but with a few small tweaks such as a clearer headline, a smaller pack universe and a greater allocation of lower tier prizes, McCain could run a fabulous Instant Win promotion that really gets customers talking positively. Instant Win and Winning Moment Promotions must comply with the CAP Code, and rule 8.20 states: “Promoters must not exaggerate consumers’ chances of winning prizes. They must not include a consumer who has been awarded a gift in a list of prize winners.”

The CAP Code does not state that customers must be told what the universe is for the competition. Customers only have to be told how many prizes are available to be won, and unless explicitly stated that prizes are guaranteed to be won, there is no promise that every prize will be won. This is not considered as unfair by the CAP Code.

Customers want to hear that other customers have won, making it believable, which is why we always encourage brands to offer a tiered system of prizes, ensuring that there is not just one top prize, but thousands of smaller prizes that can be won too. However, Mando has worked with a brand that has been running the most famous Instant Win and Winning Moments promotion for the last 15 years. It is so famous and successful due to the promotion itself as a whole driving sales and awareness, and customers actually win prizes as there are so many of the lower tier options on offer.

Brands should not shy away from running these promotions just because there are a small number of people that feel they are unfair because they haven’t won. With the correct promotional advice and ensuring that the promotion complies with the CAP Code, brands should still run these promotions to appeal to the everyday and most loyal customers, not just the ones that buy their products to make a quick win.

For more information or to find out how we can help with your upcoming sales promotion please contact Amy Hemstock on 01296 717900 or Amy.Hemstock@mando.co.uk

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