Promotional marketing agency Cat Among The Pigeons has created a major on-pack instant win campaign for Wasabi, the UK’s No.1 oriental chilled ready meal brand.

Launching nationally from late January, Lucky Dinners invites customers to go online for a digital “red envelope” reveal, where an animated opening moment confirms instantly whether they’ve won. Across the campaign, there are 6,011 instant wins, each worth £888, £88 or £8, with a total prize fund of £88,888.

Key details include:

• The on-pack promotion runs until 18th March 2026, available in Tesco, Sainsbury’s, Co-op and Morrisons
• The mechanic is built around Lunar New Year traditions, using red envelopes and the number 8 to nod to luck, prosperity and positivity
• Promotional packaging spans a variety of Wasabi chilled meals, including Chicken Katsu Curry, Sweet Chilli Chicken Yakisoba, and Wasabi’s Feast for One range (launched in late 2025)

Cat Among The Pigeons says the campaign is designed to help Wasabi shoppers mark Lunar New Year, which falls on 17th February 2026 and is celebrated across many Asian communities for several weeks.

Alongside the on-pack activity, Lucky Dinners will be supported by a talent-led campaign and amplified through shopper marketing, digital, and social channels to build awareness and drive participation.

Annie Stephens, Head of Grocery Marketing at Wasabi, said: “The Lucky Dinners promotion is designed to engage shoppers and add extra excitement and value during a key period for the category. We hope it will inspire more people to discover Wasabi and enjoy our range of chilled meals.”

Paul McGann, founder of Cat Among The Pigeons, added: “In busy impulse categories like chilled ready meals, shoppers are searching for a zing of excitement to spice up the week… we think this new on-pack promotion for Wasabi really hits the spot!”

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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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Number one Italian cheese brand, Galbani is putting a cheesy twist on the UK’s favourite viral recipes with the launch of its pop-up Burrata Bar. Doors will open in Shoreditch on 4th July, with all ticket proceeds going to Anthony Nolan charity.

The bar, which has been created by Clarion Communications, will serve up a five-course tasting menu curated solely from trending TikTok dishes. It has been launched after research revealed Brits are binning the humble cookbook and nearly two-thirds (62 percent) are turning to TikTok for their recipe inspiration instead.

In a year when Burger Bowls, Marry Me Chicken, and Watermelon Burrata Salad lit up our feeds, nearly two in five Brits (38 percent) admitted they don’t even own a cookbook. With many saying they never actually use them (37 percent), find them too expensive (36 percent), too bulky to store (33 percent), or just a bit old-fashioned (22 percent).

The Burrata Bar, which is open to the public on 4^th and 5^th July 2025, is pulling out all the stops with a five-course feast dedicated to everyone’s favourite creamy cheese. From oozy Burrata Sandwiches and Baked Burrata to a zingy Strawberry and ‘cream’ Salad, crispy fried Golden Burrata, and even gooey Burrata S’mores – it’s a cheese-lover’s dream come true. And with one in five (20 percent) modern Brits saying burrata gets them genuinely excited, Galbani is speaking the nation’s love language.

It is expected that the pop-up event will drive further demand for Galbani Burrata – which is currently performing well within the market, representing more than a third (33%) of the total burrata market and growing +7.5% value sales year on year[i].

“We’re not just dishing up food, we’re creating an experience made for sharing,” says Heloise Le-Norcy Trott, Marketing Director Lactalis UK&I “Our menu’s all about the dishes people are already loving online, swapping with friends, and craving at home – now with a gourmet twist. Burrata is the star of the show, but it’s that classic Italian vibe of sharing great food with great company that makes the Burrata Bar special.”

Galbani worked in collaboration with Clarion Communications and their events partner Hopper to bring this exciting concept to life, blending culinary innovation with strategic communications to create a truly memorable and shareable brand experience.

Tickets are available here now for The Galbani Viral Burrata Bar, which will be open to the public on 4^th and 5^th July at 133 Bethnal Green Road, E2 7DG. Each ticket will secure a welcome drink and a five-course tasting menu, with all ticket sales proceeds being donated to Anthony Nolan charity. Some walk-ins will be available on the day.

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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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Kallø, the ‘naturally different’ food brand from Ecotone UK, is marking its entrance into the breakfast category with an exciting new in-store experience, building on a wider creative and out-of-home (OOH) campaign which launched at the start of the year. From 9th-15th March, Kallø will be bringing its latest product, Organic Granola, to life with a one-of-a-kind activation at the Waitrose flagship store in Canary Wharf, London.  

The granola, which launched late last year, will take centre stage in a large-scale, interactive display featuring 3D-printed granola inside a giant bowl – inspired by the trend of adult ball pools. 

Kallø is encouraging shoppers to ‘ghost their toast’ in favour of granola – the key message featured in the brand’s wider OOH advertising campaign launched this January.

The activation is designed to engage and excite shoppers, bringing Kallø’s fun and joyful brand personality to life.  It also serves as a conversion stunt by incentivising people to buy the granola in store.

Cynthia Allaglo, Kallø Brand Manager, said: “Consumers are lacking creativity when it comes to mealtimes, and this is escalated at breakfast time – where a huge proportion of people habitually eat the same thing every morning. Kallø is pleased to help solve this by offering a naturally different option, helping to spark creativity and joy again. Our organic granola is also the sustainable choice, made with organic ingredients and no hidden nasties.”

“We’re thrilled to bring this interactive experience to Waitrose, to help spread the word of natural breakfasts and grab consumer attention at the point of purchase.”  

Alongside the immersive experience, visitors will have the chance to win prizes, pick up branded tote bags, and grab discount coupons to try Kallø’s range. To help spread the word, Kallø is also teaming up with influencers, creating recipes, and running Waitrose gift card giveaways to encourage more shoppers to visit the store. The brand will also be running giveaway breakfasts to surrounding businesses, to help spread the ‘ghost your toast’ message.

This activation marks an exciting step for Kallø as it continues to grow in the breakfast category, offering a playful, interactive way to connect with customers and showcase its organic range. 

Simon Grater, Mad River Founder and Creative Director, adds: “Our design for Kallo’s ‘Naturally Different’ breakfast activation builds on the rising popularity of playful, immersive experiences. Think adult ball pits, but with a delicious twist. By transforming the in-store space into an oversized cereal bowl, we’ve created a fun, hands-on moment that stops shoppers in their tracks and invites them to engage with the brand in a fresh way. We develop experiential activations like this because they spark curiosity, drive social sharing, and make brand interactions more memorable. We’re proud to support Kallo in reaching younger consumers through creativity that’s as natural and joyful as their products.”

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Yeo Valley, the UK’s leading organic dairy brand, has hit the ground running with a high-impact shopper and social campaign designed to promote its Greek Recipe range (0% & 5%). The objective? To drive awareness and consideration for the range, making Greek Recipe the go-to choice for runners and fitness enthusiasts looking to recover and refuel.

Created by Activation, an IPM Member, the campaign reinforces Greek yogurt’s high-protein benefits, highlighting its role in muscle recovery, sustained energy, and post-workout nutrition. Whether pounding the pavement, chasing a PB, or simply staying active, Yeo Valley is keeping fitness fans on track.

Marketing That Goes the Distance

At the heart of the campaign is the compelling tagline: “Our purest protein for miles.” To bring this slogan to life, Yeo Valley teamed up with GB modern pentathlete Charlie Follett, who incorporates the Greek Recipe range into her post-workout routine.

A multi-channel activation keeps the campaign on track across digital and in-store platforms with high-energy 15-second and 6-second videos highlighting the yogurt’s high-protein credentials. Meanwhile, a shopper marketing rollout ensures Greek Recipe stands out where purchase decisions are made—helping consumers refuel at the finish line.

Now live, the campaign is running across digital, retail, and online channels, reinforcing brand messaging and encouraging trial among active audiences.

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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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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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