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.

The post Woodsman Whisky Taps into Crafty Shoppers with Barrel-Loads of Prizes appeared first on IPM Bitesize.

Cloud Nine Incentives, the experts in travel prizes and promotions were at last weeks IPM Awards ceremony both winning trophies and offering prizes to the industry.

Co-founder and Director Sophie Chambers said ‘After a break of 4 years, it was our pleasure to sponsor the IPM Awards 2023 (and we even picked up a trophy of our own!).  To celebrate our being involved, we would love to offer you the  chance to win a fabulous weekend break in Madrid.

Just head over to www.uponcloudnine.co.uk/competition to enter*. Good luck!

*Terms apply. UK residents 18+ only. Ends 23:59 BST 14/10/23. No purchase necessary. Internet access required. To enter prize draw, participants need to complete the competition post form available on www.uponcloudnine.co.uk/competition. One entry per person. 1 x prize of a trip to Madrid for 2, return flights from a UK airport, 2 nights 4 hotel sharing a twin room. Specific travel terms apply. Promoter: Cloud Nine Incentives Ltd. Visit www.uponcloudnine.co.uk/competition for full terms.

The post Madrid Weekender from IPM Awards Partner Cloud Nine appeared first on IPM Bitesize.

Activation was briefed by Wall’s to help drive awareness of their Scotch Eggs in Morrisons during the FIFA World Cup – the resulting social posts are some of the agency’s funnest work yet (even if we do say so themselves!).

As many of you may know, the World Cup is a prime occasion for snacking. So what better time to remind shoppers of Wall’s delicious Scotch Eggs?!  Of course, there’s a lot of noise around the World Cup, so the agency knew they had to work hard to stand out.

Their audience insight suggested the best way to drive awareness and increase consideration was to target their core audience with paid advertising on Facebook.  This ran over two weeks, falling nicely in line with the group stages of the World Cup.

Armed with more football puns than they knew what to do with – they came up with a trio of simple, fun and playful (or, slightly weird and random…) animations – all created to grab the attention of Morrisons shoppers.

To get people to interact with the posts (even though it wasn’t one of main aims to begin with), they incentivised one of the paid posts with a chance to win 1 of 5 Wall’s matchday snack packs.

To be in with a chance of winning, all people had to do was leave a comment telling us who else would be in their dream Eggland squad.  Comments flooded in quicker than you could say ‘Football’s coming home’.

Back of the net!

The post Activation Help Wall’s Bring It Home appeared first on IPM Bitesize.

11 campaigns in store at one time.

Is this a record?

Walk into any of your larger ASDA stores today and you’ll find eleven promotions (yes, eleven!), all concepted, created and fulfilled by TLC Marketing UK.

‘Now we’re not one’s to brag but that is flaming awesome!’ says Head of Global Marketing, Rachel Woods.

From confectionery (Kinder) and snacks (Walkers takeaway offer) to the Pizza counter (free movie with your meal deal or Extra Special meal deal), from butters and spreads (Flora) to baking (Stork), yogurts ( Yeo Valley) to skin care (plant a tree with Palmers) and not forgetting cleaning products (Vileda -Good Clean Fun with a free day out) and the tobacco counter – Nordic Spirits Club 64 loyalty program.

You could say right now at TLC we’ve got all aisles covered. Check out the video of the work here

The post TLC Have ‘All Aisles Covered’ in ASDA appeared first on IPM Bitesize.

Challenged with boosting awareness of Lucozade’s zero sugar offering and driving impact within the energy drink category, Tracy-Locke Europe are proud to present ‘Zero Losers’, the first ever on-pack promotion for Lucozade Zero. By bringing Lucozade Zero’s personality to life in a way that excites retailers and rewards shoppers, ‘Zero Losers’ fuelled the nation with positive energy throughout the summer.

Perfect for consumers in need of a refreshing drink and an energy boost, Lucozade Zero provides drinkers with the Lucozade taste they know and love, but without the sugar. A win-win, right? The ‘Zero Losers’ promotion sought to echo this win-win feeling by rewarding all participants with a prize, ranging from thousands of free bottles of Lucozade to a £5k top prize for 10 lucky winners. This ‘everyone’s a winner’ win-mechanic has been a hit with customers, with over 60,000 winners in the first 5 weeks.

To get involved, shoppers can simply purchase a promotional bottle of Lucozade Zero, scan the QR code, enter their details on the promotional website, and claim their prize. It’s as simple as that. And, as the name suggests, everyone who enters is guaranteed to walk away a winner! The impactful campaign has been engaging shoppers across the country with standout promotional displays, bespoke FSDUs and a slick website as well as a raft of supporting OOH, radio, PR, and social media content.

“We’re really proud to have created ‘Zero Losers’, the first ever on-pack promotion across the Lucozade Zero range. It’s brilliant to see the innovative mechanic come to life, and to see the success of the campaign with both retail customers and consumers to drive growth in the soft drinks category.”

Angus Gibson

Director, Tracy-Locke Europe

“We’re absolutely delighted by the consumer engagement for our on pack offer. Our Zero Losers campaign has secured off-shelf visibility in-store which has driven both rate of sale and awareness for our Lucozade Zero range, offering shoppers brilliant cash prizes and free drink coupons. The team at Tracylocke have been fantastic to work with, ensuring a seamless shopper journey and offering brilliant brand support throughout.”

Kate Woldanski

Brand Manager, Lucozade Energy

‘Zero Losers’ is live until October 31^st, 2022.

The post Tracy-Locke Europe Launches ‘Zero Losers’ Promotional Campaign For Lucozade appeared first on IPM Bitesize.

The current climate has undoubtedly forced us all to make changes not only in the way we work but in the manner of the work that we do. From experiences to brand loyalty and engagement, the rule book is, temporarily perhaps, being rewritten.

Recently, Amazon Prime announced they would be hosting a virtual escape room inspired by its supernatural comedy series Truth Seekers. During the 45-minute challenge, players will encounter characters from the show who will ask them to help restore a 6G signal at a museum in Weymouth and recover the artefact causing the disruption.

A terrific example of a brand pivoting to meet the constraints set up it, but is this the way it will always be? The Incentive, Prize & Loyalty Community at the IPM dare to think otherwise, because of a single human characteristic, emotion.

Pre COVID, Deloitte Digital wrote about exploring the value of emotion-driven engagement.

Emotional responses are paramount to almost everything that lies between the beginning and end of a consumer’s relationship with a brand and ‘promotions’ are arguably the most efficient way to develop that engagement. And yet, beyond marketing, very few organizations are adequately thinking about their customers’ feelings, or more importantly, acting upon how and when emotions impact connection and loyalty to a brand.

Tim Greulich and Jennifer Buchanan who wrote the White Paper explained that ‘When consumers describe the kind of relationship they want to have with brands, it sounds a lot like a good old-fashioned friendship.’ And this kind of friendship, The IPL Community argue can most effectively be forged through physical, intelligent engagement, and by intelligent we mean relevant and valuable experiences.

Sophie Chambers, Chair of The IPL Community colours this thinking by explaining ‘We found in the short term that promoters were keen to harness the power of virtual rewards as they helped soften lockdown and kept contact with consumers who were facing a challenging time.  However, as time has passed, the landscape has changed and it feels that for some audiences a “virtual” burn out is occurring and these incentive types aren’t quite as attractive. We are seeing the consumer market seems to be keen to get back on track, where possible, with real activities and aspirational rewards.’

Greulich and Buchanan explain that emotional data is key to building reliable, meaningful, loyal relationships with customers that stand the test of time. And the IPL Community argues that the truest of emotional data is harvested from meaningful and contextually appropriate experiences.

So, whilst we applaud and learn from the way in which brands are pivoting to navigate the current restrictions on engaging consumers, we can also prepare for when the waters are calmer and experiences in real life return to our shores.

The post Brand loyalty requires emotion. Will COVID rob us of this for good? appeared first on IPM Bitesize.

Travel can help engage consumers by putting unusual and unexpected incentives at the heart of marketing campaigns, says Amy Nield, Head of Prize at Sodexo

The world’s a crowded place, isn’t it?

Think about it. What was your last trip really like? What really stood out for you? It may have been the giant cruise ship that suddenly sailed into town, emptying its hold of minions armed with selfie sticks, cluttering up cafés and restaurants in their wake.

It may have been the daily fight for a sunbed by the pool.

Or it may have been a seemingly endless traffic jam to nowhere. Too much? Well, it seems UK holidaymakers are putting busy touristy destinations behind them and looking closer to home for more bespoke travel experiences. And they’ve got one thing in common: they want a great experience.

We’ve just published a report –  our ‘2018 Sodexo UK Exploring Travel’ e-book – which reveals that promotional marketing expectations are at an all-time high and the competition for consumer attention is fiercer than ever before. It’s up to marketers to deliver on these expectations to create maximum stand out.

If you put experiences at the heart of your campaign, you can engage consumers and truly take your brand places.

In fact, ‘experience’ is driving customer engagement in brand marketing like never before. For this reason, travel promotions can give marketers the edge they need to help their offering stand out in an increasingly noisy and saturated world. But they need to be unique and they need to be immersive.

So how can you beat the crowds and take your consumers on a brand journey they’re unlikely to forget in a hurry?

Unexpected experiences a marketing necessity

According to the British Tourism and Travel Show, not only do “33% of consumers put ‘exploring new places’ as their main motivator for travelling,” but “93% of Destination Marketing Officers consider experiences ‘important’ or ‘vital’ to consumer decisions.”

It’s not enough for UK travellers to want to go to see a new city. They want to book an experience to shout about while they’re there, too.

For marketers who wish to influence behaviour change, it means looking beyond the obvious. If you’re thinking about a standard giveaway that on paper seems reasonable enough, you need to look again.

It’s about doing something different, creating a promotion that reaches the right audience, at the right time, and stopping consumers in their tracks.

If you’re beginning to perspire with anticipation, please don’t fret.

An ‘unexpected’ travel prize incentive doesn’t have to break the bank. Long gone are the days when only a beautiful Caribbean beach would cut the billboard. Today’s holidaymakers are a more varied bunch.

Now it’s all about what you do, not where you do it.

The West Country – but not as you know it

Perhaps it’s down to the fact that many of us have long been accustomed to making the most of cheap no-frills air carriers, but domestic tourism is facing somewhat of a renaissance. ABTA is even reporting that UK demand is set to grow even more this year.

In fact, as Sodexo’s research reveals, “84% of people are considering, planning or have already taken a UK overnight break outside of their home county in 2018.”

Smart marketers can use this thinking to create an affordable and impactful promotional campaign that taps into our love of experiences and a desire to stay closer to home. So, where to next? Now that’s a question.

Our research reveals that while “London may be the number one UK destination for International visitors… it’s the South West of England that ranks highest for domestic tourists (Barclays).” Ah, we can almost smell the pasties.

The off-season is now the on-season, promising quieter towns, villages and roads, along with a less stressful experience for those seeking to get away from it all.

So-called summer destinations such as St Ives boasts indoor cultural treats such as The Tate St Ives; Penzance offers the all year round wild cookery school ‘Fat Hen’ and vibrant arts city Falmouth offers fantastic festivals every month of the year.

UK consumers may love the West Country, but if you can tie your travel prize incentives into latest trends coming from that part of the world, you’ll turn heads more than, say, offering a singular surfing trip in Newquay might do.

And on that note, is now a good time to mention targeting? Think about who you want to impress and you’ll find there’s a whole world of possibilities available.

All about the bragging rights

Whatever it is, it seems consumers are looking for something a bit different. They’re looking at new destinations, perhaps to beat the crowds and find their own way when it comes to holiday planning.

There’s big head-turning kudos for brands who actively engage consumers by helping them to boost those all-important bragging rights.

If you can create the feeling that your promotion is something new, something unheard of, you’ll do well to create maximum stand out.

Our report says ABTA nods to several major cultural anniversaries and events which are set to help cement the UK as the most popular destination [for Brits] overall for holidays in 2018:

• Bristol hosts the 40th anniversary of its world-famous Balloon Fiesta.
• Liverpool will mark 10 years since its successful bid to become European Capital of Culture.
• Several cities including Manchester, Oxford, London and Leeds have gallery take overs and other cultural events to mark the centenary of the Women’s Vote.

By building travel incentives in around events such as these, brands can find ways to tie their marketing ideas in via timely, eye-catching creative and thoughtful messaging.

Five go mad off the beaten track

Here are five more off-the-beaten-track UK travel ideas for weird, wacky and wonderful weekend breaks that may whet even the most seasoned traveller’s appetite and won’t burn the promotional budget – but don’t try them all at once, kids:

• Cheese Rolling in Gloucestershire

Who wouldn’t want to chase a rolling cheese wheel down a hill for a laugh? Well, maybe not all of us, but adrenaline junkies will love it. And for spectators, the event is guaranteed to be a memorable one. Just imagine the cheesy craic in the local taverns and inns afterwards.

• Oyster Festival in Whitstable

A foodie break to the seaside town of Whitstable is a mouth-watering delight. Throw in a quirky overnight stay in alternative accommodation such as the Fisherman’s Huts, and you’ve got a veritable feast for the senses.

http://www.kentonline.co.uk/whitstable/news/oyster-festival-dates-revealed-157394/

• The Highland Games, Braemar

If you can’t wait for Tokyo 2020, how about the UK’s answer to the Olympics instead? The Highland Games take place every summer – think kilts, cabers and ceilidhs. Add in a trip to a whisky distillery or see where all the action from James Bond’s Skyfall took place.

• The Night Carnival, Glastonbury

Somerset plays host to a wonderful and wacky night carnival every November. Like something out of a picture book, this type of event will seriously capture your audience’s imaginations. Attract customers with a night at nearby hot spot, Babington House, or a hotel and spa in beautiful Bath.

• The Green Man Festival, Brecon

Nothing says fun like a fabulous festival, but with so many out there, it’s important you align your brand with a high-quality, absorbing experience. The Green Man is Times’ columnist Caitlin Moran’s festival of choice and one that boasts something for everyone. Dial up the experience with a bell tent and hot tub and you’ll have instant promotional success.

The best incentive for social media marketing

We could go on. We won’t. The point is, if you take your brand promotion to the lesser known parts of well-loved locations, you’ll not only surprise and inspire your audience, but you’ll start some fantastic conversations – which hopefully will be shared on social media.

Travel incentives, such as an unusual, fun-filled weekend away, are perfect for social media, and your bespoke travel prize draw could be the perfect complement to fast-moving promotional platforms such as Instagram and Pinterest.

Ultimately, wherever you decide to take your consumer campaigns, the ‘experience economy’ is where it’s at. Take it out of the mundane and into the wild, unexpected, authentic and unusual, and you’ll entice customers by the bucket and spadeful.

After all, it’s the road less travelled that’s leading to travel promotion gold. Keep that front of mind and you’ll soon be creating customer engagement that’s well and truly worth the ride.

Amy Nield, Head of Prize at Sodexo. Part of Sodexo Employee and Consumer Engagement, Sodexo’s Neon solutions drive consumers to your brand – and keep them coming back. As consumer engagement specialists, we know how to influence behaviour. From building brand awareness to driving consumer loyalty, our unique mix of expertise means we can transform the way people interact with your brand.

The ‘2018 Sodexo UK Exploring Travel’ report can be downloaded for free from the Sodexo site.

The post Why the road less travelled is best for your next travel incentive appeared first on IPM Bitesize.

Trebor, the Mondelez-owned mint brand, is offering thousands of UK consumers the chance to win between £5 and £50 in its latest on-pack prize draw, Trebor Win Small.

Trebor Win Small aims to drive excitement and sales by offering a lot of smaller prizes rather than a single big prize. The mint brand says that while a small cash prize may not change someone’s life, it will put a smile on their face. There are 10,800 cash sums available to be won, and the total potential prize pot is £100,000.

Consumers win by unwrapping Trebor packs and finding a ‘YOU’VE WON’ message inside with a code. If they do, then they need to go online to the competition website and enter the code to find out what they have won and how to claim it. All claims must be made by 5.00pm on March 31^st, 2019.

Trebor Win Small aims to follow the success of the brand’s Get Minted campaign, which returned for a second time earlier this year, and delivered a sales increase of 6.8% in Independents and Symbols during the promotional period, according to Mondelez, which owns Trebor.

Amy Lucas, Brand Manager for Trebor, says: “Trebor has a market share nearly double that of its nearest competitor, and currently holds the top three mint SKUs in the impulse category. Our latest competition aims to create excitement in store, that will encourage consumers to purchase Trebor to give themselves a chance to win small.”

The Get Minted prize draw, which was exclusive to the convenience channel, ran from April 1st until June 17th 2018 and offered consumers a chance to win prizes ranging from £50 up to a £5,000. At the same time, retailers who stocked Trebor and displayed the Get Minted POS won the value of any cash prizes claimed by consumers who bought winning packs in their store.

The Trebor brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

The post Trebor Win Small offers consumers the chance to win £5 to £50 cash prizes appeared first on IPM Bitesize.

Baby and toddler food brand Kiddylicious has created a new version of its popular online game, Wafer Wipeout, with new graphics, ingredients and prizes. The Candy Crush-style game was originally launched last year to raise awareness of the brand’s range of Wafer products amongst parents of young babies.

Wafer Wipeout challenges players to smash through rows and columns of Wafer packs and ingredients. For a period following the launch of the updated app, those who manage to hit the magic number of 1,000 points in 60 seconds could enter their details for the chance to win a range of prizes, including high chairs, plate sets and weaning kits.

Kiddylicious Wafers are designed to be the ideal first solid food for babies. Each Wafer is the perfect size for little hands to hold, and are crumb-free, which makes them a great weaning snack for little ones. They come in four flavours – strawberry, blueberry, carrot and banana – and contain no allergens, added preservatives or artificial colours.

The agency behind the campaign is Bath-based Ready, specialists in promotional and tactical campaigns for consumer brands.

Ready’s creative director Jake Xu says: “We had brilliant feedback from parents on the original Wafer Wipeout game. So it seemed only natural to give it a makeover and offer a fresh range of great prizes to be won. With several new parents in the Ready office, we know first-hand how great Wafers are during the weaning stage. On that front, we are also working with Kiddylicious on a range of informative content to support parents during the weaning stage. So we’re excited to reveal this very soon.”

The post Kiddylicious creates new mobile game appeared first on IPM Bitesize.

Coca-Cola European Partners is launching a limited edition Coca-Cola zero sugar Cinnamon flavour for Christmas, and an on-pack prize draw across its entire Coca-Cola portfolio offering tickets to Capital Radio’s annual Jingle Bell Ball music event as prizes.

Available in a 1.25l PET pack format, the Coca-Cola zero sugar Cinnamon variant will combine one of Great Britain’s top festive flavours with the sugar-free taste of Coca-Cola zero sugar. The limited-edition festive packs will feature a bespoke red and gold design to highlight the premium new flavour and specialness of the Coca-Cola brand.

As with the other Coca-Cola zero sugar variants – Vanilla, Cherry and Peach – the Cinnamon version will be exempt from the UK’s Soft Drinks Industry Levy (SDIL), commonly knows as the Soft Drinks Tax. Under the tax, companies pay 18p per litre in tax if the drink has five grams of sugar or more per 100ml, or 24p per litre if the drink has 8g of sugar or more per 100ml.

In tandem with the new flavour launch, CCEP will be running an on-pack prize draw offering consumers the chance to win tickets to Capital Radio’s annual Jingle Bell Ball which takes place in December.

The on-pack offer will be running across on-the-go packs of Coca-Cola original taste, Diet Coke and Coca-Cola zero sugar for five weeks from mid-October.

To enter, consumers have to enter a unique code found on promotional packs on the brand’s website, to be entered into a draw to win a pair of tickets every day. There will be 100 pairs of tickets available to be won. According to a link on Coca-Cola GB’s Facebook page, consumers will be able to input their codes from October 15^th 2018.

Coca-Cola sponsored the Jingle Bell Ball in 2013, and from 2015 to date.

Simon Harrison, customer marketing director at Coca-Cola European Partners, says: “We’re confident that with the early arrival of our great tasting Cinnamon variant and Capital’s Jingle Bell Ball on-pack, the festive season will get off to a flying start for our customers. We’ll be back in November with even more activity that will keep Coca-Cola at the centre of Christmas celebrations for both consumers and retailers.”

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

CCEP makes, sells and delivers the following products in GB for TCCC: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Fanta, Dr Pepper, Sprite, Schweppes, Fuze Tea, HONEST, AdeZ, Abbey Well, glacéau smartwater, Powerade, Oasis and Appletiser. In GB, it also makes, sells or delivers Monster, Relentless and Capri-Sun.

The post Coca-Cola backs cinnamon Christmas variant with Capital Jingle Bell Ball prize draw appeared first on IPM Bitesize.