Kerry Foods is supporting its Fire & Smoke cooked meats range with a partnership with US NFL team the Jacksonville Jaguars, including a competition to win the star prize of a trip to Florida, plus a VIP experience at a Jacksonville Jaguars game and a behind-the-scenes stadium tour at TIAA Bank Field.

Fire & Smoke will become the Official Meat Partner of the Jaguars and the Jaguars Se7ens Cup, a flag football tournament giving UK participants a chance to compete for an all-expenses paid trip to the Super Bowl.

Fire & Smoke will also have a presence across the Jaguars social channels all year round, while Kerry Foods will be running experiential activity, sampling and digital support for the partnership.

American Football has become one of the most popular sports in the UK and Ireland, driven by the success of the NFL International Series, and now boasts over 13 million fans in this country. Kerry Foods says it has partnered with the Jaguars because they are the only NFL team with a long term commitment to the UK.

Anna Moore, Senior Brand Manager for Kerry Foods’ Meat Portfolio, says: “We’re incredibly excited to be announcing this partnership and with the increasing popularity of American Football in the UK we’re sure this will excite and delight our consumers. As a result, we’re expecting the partnership to be a touchdown performance, resulting in a roaring sales success.”

Hussain Naqi, Senior Vice President International Development for the Jacksonville Jaguars, adds: “We feel proud and privileged to be partnering with such a great UK & Ireland based organisation but also with a brand who shares and understands our southern US values. We are excited to bring that flavour to life through American Football for millions of consumers around the UK and continue to grow our transatlantic efforts through great partnerships.”

To enter the on-pack prize draw, consumers have to buy a promotional pack of Fire & Smoke, go to fireandsmokeflorida.co.uk and provide their personal details plus the receipt.

The winner will receive a seven night stay in Florida for two adults including flights, accommodation, hire car or transfers in Florida, $250 spending money and VIP NFL tickets including a locker room tour and a Jaguars game of choice in Jacksonville during December 2018. Three runners-up will receive prizes of signed team merchandise.

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Rollover Hot Dogs is partnering with Mission: Impossible Fallout, the sixth film in the Mission: Impossible series (in UK cinemas 25th July) with a competition to win a romantic trip for two to Paris, including a helicopter tour from Paris to Versailles.

The Rollover Hot Dog trays will feature artwork from the movie and will direct consumers to the Rollover Facebook page, where they will be able to enter the competition to win the trip to Paris. There are also Mission: Impossible movie products to be won.

The campaign aims to reach over 3 million shoppers and is being supported with extensive POS materials for retailers.

Rollover negotiated the partnership deal with the films’s UK distributor, Paramount Pictures, according to a Rollover spokesman.

Tony Owen, Sales and Marketing Director for Rollover Ltd, says: “This movie, starring Tom Cruise, is set to be one of the biggest releases of the summer and we’re extremely thrilled to renew our partnership with a film that our consumers will really love. It’s a fantastic promotion to make shoppers aware of the Hot Food To Go category and specifically Hot Dogs, which remain in huge growth due to the continued trend around Street Food.”

Owen adds: “Mission: Impossible’s core demographic of 16-30 year olds matches our brand personality: young, lively, and fun. We expect a lot of engagement with our fans on this promotion and it will encourage new discussions at the point of purchase.”

The Mission: Impossible campaign started on July 9th and runs for eight weeks.

Rollover Hot Dogs, which is part of Kerry Foods Group, is the UK’s largest hot dog brand, selling over 25 million a year. It supplies preparation equipment and marketing collateral (steamers and POS) free to stockists and sells them the consumable items (sausages and buns). Customers include sports venues such as Old Trafford, theme parks, cinemas, universities and contract caterers. It regularly runs partnership campaigns with hit movies.

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Savoury snack brand Mattessons Fridge Raiders has partnered with the world’s biggest gaming franchise, Call of Duty, for the launch of Code Strike, a mobile game that will test gamers’ code breaking skills.

The promotional campaign supports the global launch of Call of Duty WWII. It was created by Saatchi & Saatchi London.

Special promotional Call of Duty packs of Fridge Raiders will also be available on shelf with UK exclusive 2XP codes which will enhance the gaming experience. These codes can only be redeemed by downloading the Code Strike app.

Set within Bletchley Park during WWII and created in partnership with Bletchley Park Trust and The National Museum of Computing, Code Strike features numerous puzzles which have all been specially designed to test key abilities required to be a real code breaker, such as: reaction speeds, memory recall and reasoning plus computational thinking.

The game has been designed to reflect and celebrate Britain’s history of code-breaking and in particular the efforts of the Allied war effort during WWII. In 1942, Bletchley Park recruited a team of code breakers with a cryptic crossword featured in The Daily Telegraph. It was in this iconic location that Alan Turing, regarded as the father of modern computing, and other Allied code breakers broke the German Enigma code.

Included within Code Strike is a hidden challenge that only the most capable of code-breakers will be able to unlock. In partnership with Cyber Security Challenge UK, an initiative established to strengthen the national pool of cyber skills, 15 elite codebreakers will be fast tracked to a prestigious face-to-face competition, and could even be recruited into the next generation of cyber defenders.

Building on last year’s campaign, Snacker Hacker, which taught 70,000 coding lessons to teen gamers, this initiative is the fourth campaign from Fridge Raiders to target the gaming community.

Alastair Gibbons, Senior Brand Manager at Mattesons brand owner Kerry Foods, says: “Our ambition is to make fridge raiders to gaming what popcorn is to film. Over the past five years we’ve seen significant commercial and brand-health growth from targeting gamers and we’re excited to see the success of our Call Of Duty partnership over the next coming months.”

Will John, Creative Director at Saatchi & Saatchi London, adds: “We’ve always looked to collaborate with gamers, to showcase their creativity and skills. We’ve let them co-create a meat-snacking helmet. We’ve helped them develop an A.I. robot. We’ve even taught them how to code. Now we’re powering them up into code breakers.”

The campaigns are rooted in research that revealed that 61% of UK teens game and snack after school – and that when they get home, they open the fridge door first. This latest work supports Mattessons’ ambition to make Fridge Raiders the ultimate protein-rich gaming snack for hungry teens.

To launch Code Strike, three 30 second films have been created for VOD and Social, targeting gamers on Twitch and gaming YouTube channels and will also appear at DOOH sites at Tesco and ASDA stores nationwide as well as in selected Student Unions.

Continuing the relationship with YouTuber Ali A, which began with the successful FRHANK campaign for Fridge Raiders in 2014, Mattessons has created a Facebook live event to launch the app.

The Code Strike APP is available now to download on iOS and Android.

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Kerry Foods is joining forces with Sony Pictures Consumer Marketing to run a new ‘Express Your Selfie’ on-pack promotion for its kids’ cheese snacking products, supporting the release of Sony Pictures Animation’s upcoming film, The Emoji Movie, released on August 4 2017.

Featuring across the Kerry Foods kids’ dairy portfolio including Yollies, Cheestrings and Scoffies, the promotion is part of a wider £1m integrated marketing campaign which will also include TV, shopper activation and digital support.

To enter, shoppers must create their best Emoji expression, drawing or selfie using their favourite prop and upload the photo or drawing to either www.cheestrings.net/emoji  or www.yollies.co.uk/emoji. In addition to the daily prizes, every entry will trigger an instant movie-themed download.

Victoria Southern, GB Marketing Director at Kerry Foods, comments: “The Emoji Movie is a hilarious, exciting adventure that takes you into the secret world inside your phone.  These characters are able to express what we’re all feeling inside – that’s why they’re popular all over the world.  We’re excited to help kids and parents capture that and show their true feelings. We feel that the film perfectly represents what we are all about as a brand; fuelling a sense of freedom to be yourself and making the kids’ snacking occasion as fun and engaging as possible.”

Southern adds: “Following successes from previous partnerships, which saw Cheestrings value sales grow by +12% and penetration increase by +5%, we are confident that the mass appeal of The Emoji Movie will mean promotional packs are just as popular with parents looking for an exciting and nutritious snack for kids. We are once again driving engagement within the category with eye-catching packaging that we know will have real traction and appeal with parents who buy Cheestrings, Scoffies and Yollies frequently, as well as attracting new fans to the dairy portfolio.”

The on-pack promotion will be live in-store across grocery and impulse channels from July 10 for 10 weeks.

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Homepride flour is launching an on-pack promotion offering consumers the chance to claim a range of limited edition collectibles from British pottery maker Emma Bridgewater by collecting and redeeming on-pack tokens.

The token collect promotion is being supported with social media activity including a Facebook competition to win one of 10 bundles of Homepride Emma Bridgewater products.

The first products to be available through the token collect promotion will be an Emma Bridgewater Half Pint Mug and 8.5” Easter Plate – celebrating Hot Cross buns and Simnel Cake – with further items to follow later in the year including a batter jug, cake plate and tea towels.

Consumers can claim the promotional products by collecting tokens from packs of Homepride plain, self-raising and strong white bread flour and then paying an extra amount depending on which item they want. The plate, for example, costs £9 with three tokens, while the mug costs £12 with two tokens.

The prizes in the Facebook draw include two Homepride Emma Bridgewater plates, two Homepride Emma Bridgewater mugs and one Homepride baking bundle, consisting of a set of measuring spoons, a Jute bag, a flour shaker, a pastry brush and packs of plain flour and self-raising flour.

Entry is via Facebook, and the draw is open from now until April 16^th 2017.

Kate Wells, brand marketing manager for Homepride Flour at Kerry Foods, which makes Homepride flour, says: “Homepride flour and Emma Bridgewater share common values as well as a similar discerning audience, making our collaboration the perfect partnership. We are confident that our campaign will appeal to our consumers whilst driving sales and category growth.”

The Homepride brand is owned by Premier Foods, which uses it for pre-prepared cooking sauces. Premier licenses the brand to Kerry Group for the production of flour. Brand icon Fred the Flour Grader was created in 1964, a year after the brand itself was launched.

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The Bisto frozen ready meals range has launched a new promotion which commits Kerry Foods, which makes the products under licence from Bisto brand owner Premier Foods, to donate a minimum of £25,000 to the UK charity for wounded, injured and sick Veterans and Serving armed forces personnel, Help for Heroes.

An on-pack offer running for 17 weeks until the end of July 2017 will offer consumers who buy four promotional frozen ready meal packs the chance to claim a free Bisto and Help for Heroes branded hot pan holder.

Each entry will see 80p donated to Help for Heroes, with a guaranteed minimum donation from Bisto totalling £25,000 for the charity.

The promotion is open to UK residents (excluding Northern Ireland). To claim a pan holder, consumers have to buy four promotional packs, go online to bistodinners.co.uk/claim/ and input the unique codes from the four packs. For every valid claim received, Kerry will donate 80p to Help for Heroes.

This is the second promotion that Bisto has run linking with Help for Heroes. In May 2016, the frozen ready meal brand launched its first ever on-pack promotion, giving consumers the chance to win £5; for every winner, Bisto pledged to give another £5 to Help for Heroes.

That promotion featured on 5 million Bisto frozen ready meals packs, with a potential contribution of £250,000 to Help for Heroes.

The partnership between Help for Heroes and Bisto was negotiated by London agency MINT which also developed the on-pack promotion and digital, advertising and media initiatives.

Claire Lynch, brand manager for Bisto frozen ready meals, comments about the new pot holder promotion: “It was clear from the thousands of entries in the first phase that Bisto’s core customer base is engaged with Help for Heroes and the essential services it provides to support our armed forces. As well as continuing to raise valuable funds for our partner charity, the campaign is designed to attract new consumers, drive sales among existing consumers and increase penetration by providing additional reasons to purchase.”

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Matthessons Fridge Raiders has launched a £1m campaign, ‘The Snacker Hacker’, which involves six of the world’s biggest YouTube gamers, with a combined follower reach of over 20 million.

Running for eight weeks, ‘The Snacker Hacker’ is billed as Fridge Raiders’ biggest gaming campaign to date. In the week prior to the campaign’s launch, six of the world’s biggest YouTube gamers ‘revealed’ that their gamer tags had been stolen by a hacker.

The six gamers – Ali A, Vikkstar123, ZerkaA, Master OV, Slogoman and Ashley Marie – have called on their fans to hunt the hacker and help them get their tags back. Starting with a cryptic video on the gamers’ YouTube channels, the challenge for fans is to follow various clues and crack a series of codes in order to hunt the hacker and help the gamers get their gaming tags back.

After a week of unbranded activity, a series of online VOD adverts and supporting promotional packs containing additional clues and codes revealed that Fridge Raiders was behind the campaign. As well as the on-pack clues, an ‘Every Pack Wins’ mechanic gives shoppers the chance to win prizes such as Alienware laptops, PS4s, Raspberry Pi micro computers and rewards such as unique downloads.

The promotion is open to UK residents and launched on 29th September 2016. The main promotion closes on 6th December 2016, with a final wrap up draw for entries received by 6th January 2017.

To enter, consumers need to buy a promotional pack of the product (except in Northern Ireland where there is a No Purchase Necessary entry route to conform to local law). They then have to visit www.mattessons.co.uk/win and enter the promotional code from the rear of the pack together with their contact details. A maximum of six entries per day are permitted.

All entries with a valid code go into a random draw for one of the prizes or unique downloads (‘Rewards’) on offer. Prizes on offer are: 850 x PlayStation 4 game consoles; 20 Alienware 17 laptops; 650 Raspberry PI 3 Model B; unique downloadable content for all other entrants. There is another Sony PlayStation 4 console available to win in the wrap up draw.

Hayley Murgett, senior brand manager of Mattessons, said: “The Snacker Hacker is the most innovative, ground-breaking digital campaign we have launched to date for Fridge Raiders and it is set to drive real interest and excitement into the meat snacking category.“

Murgett adds: “Tech-savvy teens are the most likely to want to engage with the activity to unmask the Hacker, but there is an underlying educational element to the campaign, which will have a huge appeal to parents; all will be revealed as the activity reaches its conclusion.”

Fridge Raiders has been running gaming related advertising for some years, working with various YouTube gaming celebrities and also co-creating the world’s first “snacking and gaming robot” – F.R.H.A.N.K. – and collaborating on the “ultimate gaming peripheral,” the MMM3000. Now, copy on the Fridge Raiders website reads: “It’s been an epic team effort. But now it seems someone wants to mess with these guys, and us. So we need your help again. Lets put a stop to this hacker once and for all. Join #HuntTheHacker.”

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Kerry Foods is offering consumers a free download from a wide selection of songs from Universal Music with promotional packs of Attack A Snak or Cheestrings.

The new on-pack promotion launches in the UK and Ireland soon and will run until late September. The free download is worth 99p and shoppers can choose which track they want from the selection on offer.

The same promotion is running across a number of other European countries, including Belgium, the Netherlands, Germany, Austria, Poland, Spain and Italy.

Kerry says music downloads are growing by +6.9% globally, observing that downloading tracks has become very popular, with many people preferring to download than to buy it as a CD.

Tom Willcock, Kids’ Dairy Marketing Manager at Kerry Foods, says: “The UK cheese market is worth a staggering £2.3bn, but the kids’ dairy snacking sector is yet to reach its full potential. We are keen to continue to drive this growth.”

Kerry has previously run licensed promotions linking Cheestrings with Star Wars and Marvel’s Captain America: Civil War and also with Bin Weevils collectible toys.

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Kerry Food Group’s Richmond sausages brand has linked with TV show Britain’s Got Talent for a new £1.5m marketing campaign including an on-pack offer amplified through in-store activation, as well as video-on-demand, digital and social media activity.

The on-pack offer runs across the Richmond portfolio and gives families the chance to win prizes, including VIP tickets to the live shows, Britain’s Got Talent Big Night In hampers (including a TV and sound system), family days out to the UK’s top attractions, opportunities to learn a new talent and many more.

“Our marketing investment will ensure the brand remains top of mind for shoppers throughout the Britain’s Got Talent season and retailers should expect an increase in demand for Richmond over this period as our advertising drives footfall into store,” said Sarah Davies, Senior Brand Manager for Richmond. “The on-pack offer gives mums even more reason to add Richmond to their shopping list. We know consumers love Britain’s Got Talent and we expect there will be strong appetite to win VIP tickets to the live shows.”

Marketing activity will run throughout April and May.

There are 57 prizes to be won during the 57 days of the Promotion Period, These include: nine sets of four VIP tickets to a live show of Britain’s Got Talent, including travel and accommodation; four ‘Ultimate BGT Night In Hamper’ prizes for four people, with TV and sound system, popcorn maker and popping corn, blankets, sweets, drinks, crisps, kettle and teabags; five pairs of West End theatre tickets; ‘record a CD sessions’; circus skills sessions; family days out; cinema tickets for four people; Tenpin bowling; and British family hampers.

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Frozen ready meal brand Hungry Joe’s is inviting consumers to choose the next new product in its “man-sized, seriously satisfying” range.

Votes will be counted via a mobile responsive Facebook app which will be launched this month and will run for seven weeks. Hungry Joe’s has pledged to have the winning meal on shelf in Asda this September.

The public will have a choice to vote for one of the following new meal options: Bustin’ Chilli Beef Burritos, Tangy Thai Chicken Noodles and Flamin’ Piri Piri Chicken with Rice and Macho Peas. To cast a vote and enter the prize draw, consumers need to go to www.facebook.com/hungryjoesuk and click on the ‘Win’ icon. The prize draw is live from now until April 27th.

The campaign will be supported by online and traditional PR activity, as well as targeted Facebook advertising. In addition, voters will be rewarded by being automatically entered into a prize draw with the chance to win one of five microwaves or one of ten £20 Asda gift cards.

Angela Bitzou, category manager for frozen ready meals at Kerry Foods, comments; “This activity is exciting because it gives power to consumers and lets them choose which meal is rolled out in Asda stores nationwide. We’re looking forward to gaining insight from consumers and welcoming a new recipe to our range of seriously satisfying meals”.

Hungry Joe’s was launched by Kerry Foods in 2011 and is exclusive to Asda. The initial concept behind Hungry Joe’s was to offer meal solutions that were bigger, tastier and better value for money. Hungry Joe’s currently offers six frozen meal options, covering flavours from Italian to Indian and Chinese, all with a RSP of £2.00.

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