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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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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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 Foods’ Richmond Sausages brand is launching a new £3m integrated ‘Sausages & Chip’ campaign, giving families the chance to win one of 200,000 microchips that can be used to locate lost toys.

The on-pack promotion is running across the entire Richmond Sausages range until February 16th 2016 and will be supported by a multi-media campaign.

The idea behind the promotion is that parents will go to extreme lengths to protect their children’s most treasured items. Sausages & Chip will help families avoid the common scenario of lost toys by offering the chance to win a special tracking chip, which can be attached to a child’s favourite toy.

The campaign’s first TV ad – featuring the strapline ‘Keeping the Family Together’ – went live during a 60-second spot during the X-Factor on 28th November, with the campaign predicted to reach 85% of Richmond’s target audience on TV alone. Meanwhile, video content on social media and digital content across Amazon, Ebay and Asda.co.uk should ensure that millions of families throughout the UK are aware of the campaign.

Extensive in-store point of sale material – including window posters and shelf barkers for convenience retailers – will also be available across all channels to excite shoppers at the shelf.

Sarah Davies, senior brand manager for Richmond, says: “Sausages & Chip will be our biggest campaign of the year, and comes at a key sales period when sausages are a meal-time favourite for families and an essential Christmas dinner ingredient.”

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