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.”

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Shopping centre owner intu has launched Big Bugs On Tour, a national experiential roadshow that brings adults and children face-to-face with 12 giant British bugs at 13 intu shopping centres nationwide.

The initiative is being backed by naturalist Chris Packham and features 12 supersized, indigenous bugs including the honeybee, ladybird, hornet, swallowtail butterfly and the nut weevil. It launched at intu Lakeside last week where it will be on display until the end of July before moving around the UK over the next 15 months, visiting 12 other intu centres around the country including intu Trafford Centre, intu Metrocentre and intu Braehead, between now and September 2019.

Roger Binks, Customer Experience Director for intu, says: “Over 35 million people shop at intu centres every year so we hope bringing them face-to-face with these giant British bugs can make a real impact in how they interact and reconnect with nature, and ensure they are happier than when they arrived.”

The campaign, which into says aims to reconnect kids and adults to nature, comes as research shows children are now better at identifying Pokemon characters than there are at recognising British wildlife, despite a £10m pledge from Government to encourage children to get closer to nature.

Research by intu found that almost four in five parents (78%) want their children to be more connected to nature and 86% think they spend too much time looking at screens. However, one in six children in the UK (17%) have not set foot in a park or forest in the last 12 months.

One in five children (21%) were unable to correctly identify a bee while one in four children (25%) have not seen a caterpillar in over a year. One in ten kids (10%) did not know honey came from bees.

Adults were also lacking in their bug knowledge, with one in four (25%) unable to tell the difference between a bee and a wasp and a quarter (25%) unable to correctly identify a grasshopper.

Over a third of adults (35 per cent) of adults say they see far fewer bugs in their gardens now than five years ago with nearly half (49 per cent) saying they are worried about the decline in insects but didn’t know how to help.

Intu’s Roger Binks adds: “We know that a closer connection to nature makes people happier and Big Bugs on Tour is an opportunity to help educate adults and children on the importance of the bugs in their gardens and put a smile on their faces.”

Naturalist Chris Packham observes: “We are facing a crisis in our countryside. I haven’t seen a single butterfly in my garden this year and more needs to be done to reconnect people with nature and start caring for and realising the importance of the bugs in your backyard. intu’s Big Bugs on Tour is shining a big magnifying glass on this and also putting bugs into school classrooms, and is a fantastic initiative to alert to the importance of nature in our lives.”

In addition to visiting into shopping centres, Big Bugs on Tour will also be inspiring school classes around the country to help children learn more about bugs.

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Nestlé-owned ice lolly brand Fab is taking over Bernie Spain Gardens on London South Bank to launch its summer roadshow this Saturday, before taking the experiential activation around the UK over the next six weeks.

The #myfabland roadshow will be at Bernie Spain Gardens, a green space between Gabriel’s Wharf and the OXO Tower on the London South Bank, from 12.00pm – 6.00pm on July 7 2018 with a free event for families. Children will be able to experience exploding confetti sprinkles geysers, huge Fab lolly mazes, ball pit moats, supersized slides and more fab fun.

Alongside the #myfabland tour, there is also a competition running on Facebook offering a family of four the chance to win a VIP package to the Bristol Balloon Fiesta.

The #myfabland experience has been designed and managed by i2i Marketing.

After opening on the South Bank, #myfabland will be touring across the UK throughout July and August at the following locations:

• Bernie Spain Gardens, London South Bank: July 7, 12.00pm-6.00pm
• Birmingham Bullring: July 13-15, 10.00am-6.00pm (daily):
• Bournemouth: July 20-22, 10.00am-6.00pm (daily)
• Sunderland Air Show: July 28-29, 10.00am-6.00pm (daily)
• Nottingham Riverside Festival: August 4-5, 10.00am-6.00pm (daily)
• Bristol Balloon Fiesta: August 9-12, 12.00pm-8.00pm Thursday, 10.00am-6.00pm Friday – Sunday
• Plymouth Plaza: August 17-19, 10.00am-6.00pm (daily)

Further details are on the Fab Facebook page.

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Nestlé has partnered with hundreds of venues across the UK and Ireland to encourage families to spend more time together and do something fun, as part of a new ‘Kids Go Free’ on-pack promotion.

Families will have the opportunity to get a free kids ticket when buying any promotional pack of Nestlé confectionery products, such as Smarties, Rowntree’s or Milkybar.

All participating packs contain a unique code that can be exchanged for one free child ticket when buying a full priced adult ticket (or two child tickets for the price of one) at hundreds of venues across the UK and Ireland.

Indoor and outdoor adventures on offer include days out to zoos, safaris, museums and castles to activities such as kayaking, canoeing and dry ski slopes.

Lucy Fawcett, Brand Manager, ‘Kids Go Free’ promotion, says: “’Kids Go Free’ is all about motivating families to enjoy time spent together. We know that entertaining children can be a challenge sometimes and we hope that this promotion gives families that inspiration and value for money to enjoy a quality time together as well as making memories. There are hundreds of activities to choose from and we hope that the whole families will find the promotion exciting, fun and even educational.”

The promotion will run for a year from the end of May 2018 until 30^th April 2019 and will be supported by a digital media campaign, including online advertising and social media.

Earlier this month, Nestlé UK and Ireland partnered with online streaming service NOW TV as part of an on-pack promotion to offer consumers the chance to win either a monthly Sky Cinema, Entertainment or Kids pass, or Sky Sports day pass, with 1,000 passes up for grabs every hour for eight weeks.

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McCain has launched an on-pack promotion offering consumers free tickets to participating attractions across Britain.

The activities on offer include tree top adventures, go-karting, Segway tours, scuba diving and trampolining, at more than 1,000 locations including large venues and companies, such as Thorpe Park, Legoland, Awesome Walls and Team Sport, and small ones, such as the Bath Postal Museum or the Pencil Museum.

McCain says it wants to encourage families to “participate in activities they might not normally consider at the weekend”, and the promotion will run from April 1^st for 12 weeks. Promotional packs will be available across variants and pack formats within McCain’s frozen French Fries range.

To enter, customers need to purchase a promotional pack in-store and enter their quality code on the competition website www.mccainfreeticket.co.uk. They will then get a voucher which entitles them to claim a second ticket of equal or lower value when they purchase one (so if they buy an adult ticket, they can claim either an adult or child ticket for free; if they buy a child ticket, they can claim another child ticket).

Entry is only open to residents of Great Britain (England, Scotland and Wales) and excludes residents of Northern Ireland and the Republic of Ireland, as well as McCain employees and their immediate families of McCain Foods Ltd and anyone professionally connected to the promotion. Consumers can only claim once per promotional pack bought.

The promotion has been put together for McCain by Manchester-based marketing agency ZEAL Creative, with input from fixed fee company Umbrella and Cheshire-based digital agency DX Digital.

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Mondelez is again partnering The National Trust and The National Trust of Scotland for a series of Cadbury Easter Egg Hunts at iconic Trust properties. This will be the 11th year the event has run, and the fifth year that experiential agency RPM has managed the activities on behalf of Cadbury.

Cadbury points out that Easter is an important time of year for it commercially, and also as a brand. Delia Metral, Junior Brand Manager, Easter, says: “We know how important Cadbury is at Easter and this year, we want to take it to the next level by bringing a smile to the whole nation with Cadbury Easter Egg Hunt – a season of celebrations where Cadbury Easter bunny will bring families together around the ritual of egg hunts. We are very excited to partner with National Trust and National Trust for Scotland again and, with RPM’s great support, organise more than 300 Cadbury Easter Egg Hunts across the UK. We expect again several 100,000s of families to take part.”

Dom Robertson, Managing Director of RPM, adds: “In 2017, we achieved fantastic results, with over 1 million people attending a hunt over the Easter weekend and an enjoyment rate of 97%.  We plan to continue to improve on these results in 2018 and to build on the association Cadbury has with Easter.”

Cadbury will be providing properties with the support to activate their own personalised egg hunt themes, linking back to each of the properties unique stories, all leading to a Cadbury treat as a reward at the end.

RPM has created and is leading on all experiential elements of the campaign.  This includes roll out of the successful 2017 strategy and creative concepts.  The agency is also managing the National Trust partnership kit and signage production, staffing and logistics.

The hunts will be taking place at 305 National Trust properties across England, Scotland and Wales on the weekend between Friday 30th March and Monday 2nd April (except for Northern Ireland, where activities will also happen on Tuesday 3rd April).

Easter egg hunt participants are asked to either pay a small fee or make a donation to take part in a hunt, with all proceeds going back to conserving the properties.  The campaign has raised over £4.1 million over the past 10 years.

Consumers can visit the Cadbury website to find a nearby Cadbury Easter Egg Hunt.

The Cadbury 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.

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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.”

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Heinz Pasta has partnered with Play-Doh for an on-pack promotion offering the chance to win one of 50 Play-Doh “Playful Pies” Playsets every day over an eight-week period.

Kraft Heinz and Hasbro, owner of the Play-Doh brand, stress that both brands are long-time family favourites – Play-Doh was launched in 1956 while Heinz Pasta has been available for many decades.

The promotion will include limited edition labels featuring the Play-Doh brand and characters across all Kraft Heinz Pasta multipacks.

To enter the daily draw, consumers have to purchase a promotional product from and submit their details and an image of the receipt for the purchase at www.HeinzPlayDohPrizes.co.uk.

As well as running on Kraft Heinz multipack products, the campaign will be promoted across the Heinz UK website as well as Play-Doh and Kraft Heinz social channels, with the packs available on shelves up until December 17th.

The giveaway features on an assortment of Heinz multipacks, including the Heinz Hoops 4-pack and 3-pack, the Heinz Hoops No Added Sugar 4-pack and 3-pack, as well as the Heinz Spaghetti 4-pack.

Brook Aspden, Brand Manager for Heinz Pasta, comments: “This exciting partnership combines two brands that are already well-loved by UK families. Play-Doh is the perfect partner to help us deliver more smiles at mealtimes! We hope that the limited-edition packs will create great shelf stand-out appealing to the gatekeeper at point of purchase.”

Craig Wilkins, Marketing Director Hasbro UK & Ireland, adds: “We are thrilled to be teaming up with such an established brand as Heinz to give families the chance to enjoy both the creativity and nostalgia of two family favourites.”

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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.

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Independent Events, a multi-award winning experiential agency based in the North East of England, has been appointed by two new clients to create events this Halloween.

Two destination shopping centres, Dalton Park near Newcastle and Captain Cook Square in Middlesbrough,  have commissioned IE to deliver Halloween shows and activities for families.

Dalton Park will have a weekend of pumpkin fun on October 28^th and 29^th, with prizes for the best costume, lantern making workshops and a pumpkin parade featuring dancers, jugglers and stilt walkers.

There will also be a pumpkin trail in aid of the Sick Children’s Trust.

Captain Cook Square in Middlesbrough will feature a life size spooky pirate ship, with IE working on behalf of marketing agency Bewonder to deliver a family event to remember.

The ship will be there on Friday 27^th and Saturday 28^th October with activities including story-telling and workshops for all the family.

Danae Abadom, co-director of IE, says: “It is great to see these shopping centres really thinking about their customers experiences and pulling out all the stops to make a visit into really good memories. Halloween is becoming bigger in the UK every year, and the best way to draw customers is to have an experience that people will talk about, and look forward to for next year. Experiential marketing is all about people, and interaction. Building memories that stay with people and create a loyal following.”

IE, which is coming up to its 10^th birthday, works with companies such as BooHoo, Famous Grouse, Kerry Foods, DFDS and Nissan. Other clients include shopping centres across the UK, RoadRespect and many councils across the UK.

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