Flavoured Alcoholic Beverage brand Hooch is set to unveil its biggest ever promotion, which will see the brand giving away a movie with every purchase of a promotional bottle or pack. Consumers will have access to thousands of movies at the touch of a button, including many of the biggest cinema blockbusters.

Expected to hit 10m consumers and supporting its ‘Just Av An Ooch’ campaign, the limited-edition promotion will encourage drinkers to enjoy a Big Night In courtesy of the brand and is the result of extensive consumer research by Global Brands Ltd, who distribute and market the brand.

To redeem their free movie offer, consumers scratch off a panel on the Hooch pack to reveal a unique code which they then input at Hoochmovies.com. They will then be taken to a site operated by Global Brands’ partner, Rakuten, where they can browse thousands of movies and select the ones they want to watch. Each code is worth 350 Rakuten points, or £3.50 worth of downloads; multipacks carry two codes and individual bottles one.

Christian Sarginson, brand controller at Global Brands, says: “Continued research into our consumers’ habits and behaviours has been key in developing our latest campaign. Hooch has such a diverse drinker base that finding common interests can often be tricky, however this promotion enables us to reward all our key drinker types as well as recruit new consumers to the brand. With the World Cup over and Love Island coming to an end there is a gaping hole in prime-time TV, so we’re providing the perfect solution to fill it!”

Hooch conducted substantial market research earlier in the year to support their activity, building their plans around key understandings of their audience. The research revealed that video is a key element for their audience with up to 33 hours consumed per week and that 55% of them usually drink at home.

The brand will support the on-pack promotion with an engaging social media campaign and on-trade activity across the summer. The social media campaign will comprise of comical videos and parody clips from popular Hollywood movies which will be creatively executed by seven relevant, carefully selected social influencers, planned to be live on their social feeds throughout the rest of summer.

The promotion was created and managed in-house.

Originally launched – as alcoholic lemonade Hooper’s Hooch – by UK brewers Bass in the 1990s, Hooch was at one time the leading FAB or alcopop in the UK, with 70% of the market, and had massive international success. It was discontinued in 2003 but relaunched, with a lower alcohol formulation, in 2012 by Global Brands

Global Brands is a leading UK drinks brand development business which owns, markets and distributes a range of brands across the spirit, beer, RTD and energy drinks categories. These include VK, Hooch, Corky’s and Amigos Tequila Beer.

The post Hooch targets 10m consumers with free movie campaign appeared first on IPM Bitesize.

Chiquita Brands International has launched a major marketing campaign for its Chiquita bananas, kicking off the activity with the offer of a free ride for Londoners in its branded cabs.

The campaign builds on the success of a 2017 campaign which achieved over 74 million global impressions, and is aimed at raising awareness of Chiquita bananas amongst the brand’s key target audience of UK mums and millennials.

Kicking off this week and running through until mid-August, the activity will again take over central London – giving black cabs and London buses on key central routes ‘We Are Bananas’ wrap-around makeovers, with designs featuring the brand’s iconic blue and yellow branding. The seven-week campaign will also be supported by digital and social activity across the brand’s channels.

To launch the campaign, Chiquita offered consumers who flagged down a Chiquita Bananas yellow cab on July 16th a free ride, so long as they could produce a Chiquita banana.

The yellow taxis were stationed around Covent Garden Piazza, on Henrietta Street and Southampton Street and Holborn tube station all day, offering free rides to anyone with the correct banana fare to anywhere in zones 1 and 2.

John Cockle, Sales and Market Director for Chiquita Brands International, UK and Ireland, comments: “As leaders in the industry, we’re confident that our ‘We are bananas’ campaign will once again put Chiquita bananas front of mind during the key summer period and encourage consumers to ‘think Chiquita’ when they’re making their purchasing decisions. This is the fourth time that we have run a high-profile summer campaign in London, which demonstrates our commitment to creating a vibrant banana category for UK retailers, as well continuing to build the Chiquita banana brand amongst UK consumers.”

Chiquita is a leading global produce company employing 20,000 people across 25 countries. Chiquita serves nearly 70 countries, providing consumers and customers with the highest quality of fruit and service and creating consistent value for the Chiquita brand, its customers, suppliers, associates and communities while respecting the environment.

The post Chiquita Bananas offers Londoners free rides for a banana appeared first on IPM Bitesize.

Quaker Oats is rerunning its successful Overnight Oats on-pack promotion from last summer, but with a twist – consumers will now be able to choose the colour and design of the jar they get.

Last year’s promotion saw 40,000 Mason Jars despatched to consumers, but they had to choose from one of five different designs. In the latest version of the promotion, there are three designs, each in three colourways.

The promotion, running on 1kg packs of Quaker Oats, supports Quaker’s ongoing campaign tapping into the interest in ‘overnight oats’ (oats prepared by being soaked in milk or other liquids in the fridge overnight rather than being cooked). Because they are eaten chilled rather than hot, they are proving more popular during the summer months, traditionally a low period for cooked oats.

The promotion runs until the beginning of June. To claim their jars, consumers have to find the unique codes from promotional packs of 1kg Traditional and Jumbo Rolled Quaker Oats, enter them online at www.quaker.co.uk/overnight and pay postage and packing (which starts at £1.99 for one jar and goes up to £9.99 for nine jars). Each code entitles consumers to one jar, and there is a limit of nine jars per household.

Eric Williams, Quaker Oats Marketing Manager, says: “Last year, we gave away 40,000 mason jars as part of the on-pack promotion – a huge success! This year we are mixing things up by offering consumers the chance to interact with the designs. We know that overnight oats are an increasingly exciting breakfast trend continuing to gain momentum, so we expect some great engagement with the campaign. As 62% of cereal occasions include fruit, especially in overnight oat recipes, and a real skew towards fruit options in the summer months, there is a huge opportunity for retailers to drive sales outside of the usual porridge season.”

In addition to the on-pack promotion, Quaker will be showcasing new overnight oat recipes online to inspire shoppers. The brand will also encourage further interaction across social media channels and via a partnership with popular recipe video creators, TWISTED.

The Quaker Oats brand is owned by PepsiCo. PepsiCo generated more than $63 billion in net revenue in 2016, driven by a food and beverage portfolio that includes Frito-Lay and Walkers savoury snacks, Gatorade, Pepsi-Cola, Quaker and Tropicana drinks and Quaker. PepsiCo’s product portfolio includes 22 brands that generate more than $1 billion each in estimated annual retail sales.

The post Quaker Oats ‘Overnight Oats’ free Mason Jar promotion returns appeared first on IPM Bitesize.

Benefit Cosmetics ran an activation at London’s Southbank Centre earlier this week featuring an Extreme Brow Bar – a cosmetics counter experience on a scissor lift truck which gave consumers the chance of a complementary brow wax, style and pamper brow 65 feet up in the air, with views over the River Thames and London skyline.

The Extreme Brow Bar was open for one day only as part of a promotional experiential activation to support the launch of GimmeBrow+.

Consumers with a problem with heights were offered the same treatment from the ‘BrowMobile’ brow bar on wheels, parked alongside the scissor truck.

Benefit is also running a 15% discount offer off any brow service or product for consumers who trade in their tweezers at any standalone Benefit Boutique until 22nd April 2018.

Benefit Cosmetics was founded in San Francisco in the 1970s, It now has 2,000 BrowBars in 41 countries worldwide and claims to be the world’s number one brow brand.

The post Benefit Cosmetics runs Extreme Brow Bar 65 feet above Thames appeared first on IPM Bitesize.

Persil UK has been encouraging families in London to get outdoors and active to celebrate the 10th anniversary of the launch of the brand’s ‘Dirt is Good’ marketing platform with ‘Get Out Here’, a Digital Out Of Home (DOOH) activation delivering content triggered by the weather in real-time.

Running on Ocean’s full motion Eat Street screen at Westfield London, the campaign uses live weather data to trigger video content allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park, their nearest source of outdoor fun.

Families can connect to the screen’s Wi-Fi to access a map and directions to the park, which is a short walk from the shopping centre.

Get Out Here reflects Persil’s commitment to get families outdoors and embrace dirt. The brand cites consumer research which reveals that dogs are five times more likely to be taken out to the park than children – and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition, which aims to reward great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign broke on March 1st 2018 and runs for two weeks.

Jennifer King, Senior Brand Manager for Persil UK, says: “Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories.”

Alex Okada, Global Executive Creative Director for Dirt is Good, adds: “Sometimes we are so immersed in our busy lives, distracted by the always on digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”

Ocean Outdoor head of marketing Helen Haines comments: “Get Out Here is a really simple idea that actually works in all sorts of environments and out of home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”

The post Persil celebrates 10th anniversary of ‘Dirt is Good’ with real-time DOOH park push appeared first on IPM Bitesize.

Confectionery company Mondelez has enlisted the help of basketball superstar Shaquille O’Neal to help it celebrate the ‘birthday’ of its OREO brand on March 6th by giving away one million OREO Chocolate Candy Bars in a US-wide promotion.

O’Neal – who shares March 6th as a birthday – kicked off the celebrations by hosting a one-day-only pop-up “Snack Shaq” at Atlantic Station in his adopted hometown of Atlanta where he handed out free OREO Chocolate Candy Bars.

OREO fans who can’t make it to Atlanta can go online to OREOBirthdayGiveaway.com and enter their details. The first million fans to enter their names and addresses on the website will get a voucher redeemable for a free OREO Chocolate Candy Bar, worth up to 99¢.

The promotion is open to legal residents of the 50 U.S. states (and the District of Columbia) aged 18 or older. The promotion ends at midnight Eastern Standard Time March 12th 2018, or when 1,000,000 participants register for the giveaway, whichever comes first.

Mondelez launched its OREO Chocolate Candy Bars in the US on a limited basis in November 2016, with a full roll-out in January 2017. They combine Oreo cookie pieces in a vanilla crème filling, enrobed in European Milka chocolate. In the recent Kantar TNS US Product of the Year Awards 2018, the new range won Product of the Year 2018 in the Candy Bar category. The product was launched in Europe prior to the US launch, again using Milka chocolate (Milka is the best-selling chocolate brand in Europe) except in the UK, where it uses Cadbury chocolate. However, Mondelez cannot sell Cadbury products in the US as rival confectionery company Hershey has the US rights to the Cadbury name.

The post Mondelez US gives away one million Oreo chocolate bars appeared first on IPM Bitesize.

AB InBev, the world’s biggest beer company, has been supporting its new alcohol-free beer, Budweiser Prohibition, with a UK anti-drink drive digital and Out Of Home campaign, plus a sampling drive through Tesco.

A major ad campaign centres on people getting home safely for Christmas. The global beer brand is supporting the Department for Transport (DfT) for its THINK! Christmas campaign, designed to tackle drink driving.

The OOH ads and the digital push run until December 31st 2017, delivering a series of festive but pertinent messages encouraging people to make smart drinking choices during the festive period and get home safely for Christmas.

A key part of the campaign is a nationwide giveaway of Budweiser Prohibition, via a digital Budweiser Christmas card from www.budprohibition.com, to be redeemed in Tesco outlets.

Rowan Chidgey, Marketing Manager for Budweiser UK, says: “As an iconic global beer brand, we not only have a responsibility to help fight important issues like drink driving, but also to make it easier for people to make smart drinking choices. We’re really pleased to be supporting THINK! to keep safety front of mind this Christmas and proud to make great products like Budweiser Prohibition, so party-goers can enjoy beer as well as moderation. We’ve put it at the heart of our responsible drinking campaign this year, so as many people as possible can celebrate this Christmas and get home safely.”

The THINK! drink drive campaign coincides with the National Police enforcement campaign, which runs throughout December.

While road casualties caused by drink driving have fallen dramatically in recent years, the latest statistics recorded 5,730 accidents and 8,470 casualties in England and Wales in 2015 due to drink driving.

Road Safety Minister Jesse Norman said: “Thanks to generations of THINK! campaigns, drink driving has become socially unacceptable, with an 88% drop in fatalities over the last three decades. This year’s THINK! campaign builds on that record, working to prevent this devastating behaviour, which puts so many lives at risk.”

This year’s Budweiser campaign is part of AB InBev’s Global Smart Drinking Goals, which seek to reduce the harmful use of alcohol with an investment of one billion dollars across the globe in marketing campaigns to influence social norms and change behaviours – to measurably decrease harmful alcohol use over the next ten years. One of the goals is for 20% of AB InBev’s volumes to be low-to-no alcohol by 2025. Budweiser Prohibition will be a major contributor to this goal as an alcohol-free beer.

AB InBev is a founding member of the UK self-regulatory body for alcohol marketing, the Portman Group, and a major funder of the independent Drinkaware Trust.

The post Budweiser Prohibition no-alcohol beer in Tesco sampling for Xmas driving safety push appeared first on IPM Bitesize.

Tozer Seeds has been running a pop-up to promote Kalettes, a natural cross between kale and Brussels sprouts, at Hoxton’s Railway Arch, Geffrye Street, London.

Tozer’s aim was to give away thousands of free food samples, presenting Kalettes in different concoctions including a smoothie, a stir fry and a soup. Consumers were also be able to buy a bag of Kalettes at the special price of £1 with all proceeds being donated to Cherry Trees, a British charity that provides home from home respite care for children and young adults with severe learning and physical disabilities.

David Rogers, UK sales director at Tozer Seeds, says: “We want to bring Londoners the chance to sample the product and interact with our brand, but moreover we want to do it for a good cause.”

Jill Cook, head of fundraising and communications at Cherry Trees, explains: “We’ve been working with Tozer Seeds for a few years already and are very excited about this initiative. It will surely help to make a difference for many families.”

Kalettes are currently stocked in Sainsbury’s, Tesco, Waitrose, M&S, Lidl, Aldi, Co-op, Morrisons, Home Bargains and Whole Foods.

As well as its taste credentials, suppliers are keen to emphasise the health properties of Kalettes, which NHS dietician and writer Maria Dow says contain double the amount of vitamin B6 and twice the level of vitamin C than standard sprouts. They are also rich in vitamin K.

The pop-up is part of a marketing campaign including PR, promotions, events, social media and advertising which is running the UK, Germany, the Netherlands, Switzerland, the Nordics and Spain. The campaign has been created and is being managed by Mint, an international marketing services agency that specializes in food. Mint is part of the Fruitnet International network. Other clients include Pink Lady apples, Manchego cheese, Jabugo ham, the Peruvian government, Portugal Fresh and Fruit Logistica.

The post Kalettes pop-up pushes vegetables in trendy Hoxton appeared first on IPM Bitesize.

In a new twist on its #feedingthefuture campaign, The Economist is encouraging Londoners to try free nutritious soup made from vegetables destined for the rubbish bin. Engaging with people through a branded mobile trike, the iconic newspaper is showing people that ugly, discoloured or misshapen produce, which is rejected by supermarkets can still be eaten and tastes great.

The campaign, devised by marketing agency Sense, forms part of The Economist’s successful ‘Real World’ experiential strategy designed to increase the media brand’s subscriptions through bringing its content to life in the real world.

Supermarkets’ and consumers’ obsession with ‘perfect’ fruit and vegetables is contributing to the global food waste problem, with 600,000 tonnes of food thrown away each year in the UK by restaurants alone.

“The #feedingthefuture campaign challenges potential readers to consider new ideas and solutions to reflect on more environmentally sustainable approaches towards food production and consumption,” says Marina Haydn, executive vice president, circulation and retail marketing at The Economist.

Commenting on the latest activation, Sense Senior Account Manager Daniel Hennessey adds: “Giving away warming tasty waste-food soup on a cold winter’s day is a great way to get people talking about The Economist’s content in an engaging way. By challenging people’s perception about the food we throw away, this activity self-selects the globally curious consumer – just the kind of people who enjoy reading The Economist – increasing brand awareness and driving subscription sales at the same time.”

The campaign started on 29^th November in Liverpool Street, before visiting One New Change (30^th November). It will also visit Denmark Hill (4^th December) and Victoria Station (5^th and 6^th December). It will then run from January to March 2018 at various other London locations including Canary Wharf, Waterloo, Paddington, Euston, King’s Cross and London Bridge.

To date, the #feedingthefuture campaign has generated more than 60,000 subscribers globally for The Economist across five continents.

The post The Economist adds winter flavour to experiential campaign appeared first on IPM Bitesize.

Kellogg’s has announced that its exclusive ‘Grown-ups Go Free’ promotion with Merlin will return from January 2018, this time increasing the voucher value by 20%.

By cashing-in the voucher found on Kellogg’s promotional packs shoppers have the opportunity to save up to £60 off the usual ticket price of one adult ticket at a number of Merlin attractions. Consumers can also skip the queues on the day by booking online ahead of their visit.

Available across nearly all Kellogg’s snacks and cereals, the annual promotion will be accessible for shoppers planning days out for family or friends from January next year.

Consumers will be able to use their vouchers at 50 participating venues across the UK and Republic of Ireland, including: Alton Towers Resort; UK SEA LIFE centres; The Blackpool Tower; LEGOLAND Windsor Resort; and Shrek’s Adventure! London.

Kellogg’s impulse sales category lead, Simon Smith, says: “Our Grown-Ups Go Free promotion offers incredible value for shoppers and is completely unique to Kellogg’s. We know consumers actively hunt for it in the run up to holiday periods and it plays an essential part of retailers’ Easter displays. We saw almost two million voucher redemptions last year and with the call-out being more valuable than ever, it’s set to be the on-pack event of the year.”

Kellogg’s cereals including Crunchy Nut, Rice Krispies, Krave, Corn Flakes, Frosties, Variety Packs, Fruit n Fibre and Coco Pops and Kellogg’s snacks including Rice Krispies Squares, Winders, Choco Bakes, Frosties/Coco Pops/Rice Krispies Cereal Bars and Nutri-Grain Elevenses/Fruit Bars are all included in the promotion, which will be running from January 1^st 2018 until mid-April. Vouchers will be valid until June 30^th 2019.

The maximum £60 value for the vouchers is calculated against the full price adult peak entry ticket to LEGOLAND Windsor Resort.

The post Kellogg Merlin ‘Adults Go Free’ promotion relaunches for 2018 appeared first on IPM Bitesize.