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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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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Skin care brand NIVEA has created ‘Shower Empowered’, an immersive ‘shower karaoke’ experience, as part of its partnership with Cancer Research UK’s Race for Life.

The campaign will drive awareness of NIVEA’s shower and body care ranges by engaging consumers in a fun, lively and celebratory experience, put together by creative agency Space.

To bring the campaign to life, Space has built a huge portable (water-free) shower unit and is inviting both participants and supporters to celebrate their achievements by getting into the shower and belting out a specially curated list of empowering songs – such as Cyndi Lauper’s Girls Just Wanna Have Fun and Queen’s Don’t Stop Me Now.

Participants will sing into microphones specially designed to look like NIVEA shower bottles while photographs are taken of their performances. After performing, everyone who takes part will receive a NIVEA sample bag and coupon. They will also be given a QR code flyer which they can use to find their photo from the experience.

Claire Marlow, brand manager at NIVEA, says; “Race for Life are fantastic events that raise money to help fund research into over 200 types of cancer. We wanted to add some extra celebration and feeling of empowerment for people taking part. And a mass shower karaoke felt like the perfect way to give participants and supporters a day to remember and the chance to sing their hearts out.”

David Atkinson, managing partner at Space, adds; “We’re all extremely proud to have created an experience that not only celebrates Race for Life but also enables the NIVEA brand to add to the day. The events are already a collective experience and our ‘Shower Empowered’ activation extends this.”

The first empowered shower took place at Crystal Palace on Sunday June 10^th, with people jumping into the shower after crossing the finish line. It will now travel to Race for Life events in Birmingham, Cardiff, Exeter, York, and Edinburgh. It will reach an estimated 30,000 participants this summer.

NIVEA has a long-standing relationship with Cancer Research UK through its sun cream brands. They first worked together in 2012 with the aim of raising millions for the charity’s life-saving research, specifically supporting skin cancer research. This campaign is the first time NIVEA’s broader range of shower and bodycare products have been involved.

Nivea is a personal care brand owned by the German company Beiersdorf Global AG.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards.

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Lambrini, the best-selling perry brand, has teamed up with self-tan specialist, Fake Bake, for a Spring on-pack promotion offering the chance to win Fake Bake products , and get online discounts.

From April 23rd, a limited edition co-branded packaging design rolled out on bottles of Lambrini Always Original, with each bottle featuring an offer of 50% off all Fake Bake products purchased online. In addition, consumers can enter a competition to win one of 1,000 Fake Bake Amplify Gradual Tanning product.

Bottles feature a “limited-edition” imprint on the neck, with the promotional offer and Fake Bake’s logo further down the sleeve. The activity aims to build on last year’s campaign, where Lambrini successfully launched three seasonal bottle wraps.

The new limited edition bottle, which will be available through grocery and convenience channels across the UK, will be supported with wider PR and social media activity, including a co-branded blogger event.

Emily Cross, Brand Manager for Lambrini at Halewood Wines & Spirits, says: “Lambrini is a brand that has become synonymous with the ‘girls’ night in’ and Fake Bake is perfectly aligned with that target audience. As such, we are confident that the collaboration and customised limited edition design will stimulate demand and draw instant attention from both loyal and new fans discovering Lambrini for the first time. Product differentiation in this category is essential and we are continuing to evolve and update the brand to maintain its relevance”.

Lambrini is a sparkling pear cider, or perry, made by Halewood Wines and Spirits, the UK’s largest independent alcoholic drinks manufacturer and distributor. Halewood’s product range includes wines, spirits, beers, ciders, and bottled water. The key brands include award-winning Whitley Neill Gin, J.J. Whitley Gin and Vodka, Liverpool Gins and Vodka, Marylebone Gin, Bajan Rum Sixty Six, Crabbie’s Alcoholic Ginger Beer, The Pogues Irish Whiskey and Red Square Vodka.

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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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This August, a pop-up café with a difference is coming to London’s trendy Shoreditch. Created by the nation’s bakers, the Toast or Hands Café has been designed to remind hungry young Londoners that life is #BetterWithBread.

Hitting the streets of East London on Friday 4th August, the quirky café, created by the Bakers and Millers of Britain, aims to show what life would be like if people didn’t eat bread. It comes as part of the trade body’s #BetterWithBread campaign, celebrating bread as a national treasure and challenging the clean-eating trend that has wrongly demonised it.

For one day only, the single ingredient café will be giving out free unicorn toast (an on-trend creation using natural food colouring and cream cheese) to celebrate how the much-loved sliced loaf is also a nutritional powerhouse, low in fat and sugar, and with the UK’s having the lowest salt levels in Europe.

Clean eaters who need more convincing will be offered the option of having their favourite toppings — but spread over their hands instead of a slice of bread…

Nutritionist Lily Soutter, who will be there on the day answering people’s questions on the benefits of bread, says: “The Toast or Hands Café aims to bust myths and show that bread is not the enemy. Bread has been a dietary staple in Britain for years so this is a tongue in cheek way to poke fun at the latest fad diets and give clean eaters the chance to get a little bit messy.”

Soutter adds: “All bread, no matter where it’s baked, is created equal, made using the same primary ingredients -water, yeast, flour. It’s a great source of energy and at only 80 calories a slice, it’s a low-fat option. It’s time to celebrate the sliced loaf for the hero it is.”

Customers will be encouraged to share their experience using the hashtag #BetterWithBread and will be given the opportunity to enter a competition to win everything they need to make the perfect slice of toast.

The Toast or Hands Café will be open on Friday August 4th from 7.30am – 5pm at 31 New Inn Yard, EC2A 3EY.

The launch of #BetterWithBread is the latest in a series of campaigns run by the nation’s bakers – the Federation of Bakers and the Flour Advisory Bureau – promoting the benefits of sliced bread, particularly to young women.

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With last year’s Dorset Cereals experiential tour delivering 25 live days, 100,000 sample giveaways and an experiential reach of over 280,000, the brand will again be touring family-friendly festivals this summer.

The Dorset Cereals sampling bar will visit a number of fetsivals, including Deer Shed Festival, Camp Bestival and Carfest South, allowing festival-goers to see, touch and taste the product range on offer. A range of handmade family games and activities will be available on the stand to keep visitors entertained and reflect the Dorset Cereals brand.

The brand will build upon last year’s prize draw campaign by offering consumers the chance to take part in its new photo mechanic and win a trip to Dorset.

Dorset Cereals’ tour is again being delivered by Circle Agency, which has refreshed the festival schedule to enable a more focused target audience to discover the brand and its new products.

The Dorset Cereals Campsite Takeover also headed back to Cornbury Music Festival at the beginning of July 2017 for the festival’s final year, to bring breakfast joy to campers. Last year, the takeover saw over 3,000 wet samples served, 124 families had a helping hand putting up their tents and over 152 people participated in Dorset’s morning yoga sessions.

Festival-goers were again be invited to a free Dorset Cereals ‘breakfast extravaganza’ complete with long banqueting tables lined with the Dorset Cereals products, and a range of morning activities including yoga, kids morning wake up sessions, face painting, festival headband decorating and an all-day family games area. To further enhance the ambience and create a festival vibe within the tent, a live acoustic performer played for campers throughout the day.

Alex Naranjo, marketing manager for Dorset Cereals, says: “We are very excited to be out on the road again this year. We have lots of new products to share with people and can’t wait to meet them to see what they think. We learnt so much from our consumers last year that it made total sense to build on this. We have again worked to create a premium experience that reflects our brand and have already had a great start at Wychwood Festival.”

Claire Stokes, Founder and Managing Director of Circle Agency, comments: “Having last year proved that deeper engagement leads to stronger ROI, Dorset Cereals has once again invested in experiential. Having witnessed strong overall results last year it has cemented the channels value within the overall marketing mix. We have analysed and built upon previous successes, identifying which aspects of the campaign worked best and evolved our activities to form this year’s tour. We were able to closely analyse last year’s impact and are hoping to further build upon this during this year.”

A video of the activation at Cornbury Festival can be viewed here.

Circle Agency’s 2015 festival experiential campaign for Dorset Cereals, Life Begins at Breakfast Lodge, won Gold in the Trial & Awareness category in the IPM Awards 2016.

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Iconic UK rubber gloves brand Marigold is celebrating its 70th anniversary with its first-ever national on-pack promotion, offering a free gift with every promotional pack.

Every purchase of a pack of Marigold Extra Life Kitchen gloves entitles the shopper to claim a gift; to find out what they have won, they need to visit the promotional site, freegift.marigold.co.uk, and enter a unique code from the pink promotional sticker on-pack. Gifts on offer include five spa days for two, worth £400, 1,000 manicures, 43,000 Nails Inc nail polishes and just under two million three month memberships to the Fabyouless Card scheme  offering 25% or 2-for-1 discounts at salons, spas and gyms nationwide.

The promotional period opened on March 1st 2017 and claims can be made until June 30th, although Marigold is advising consumers promotional packs will be most widely available from March until May.

The promotion was created for brand owner Freudenberg HP by Manchester-based promotional marketing agency Zeal Creative. Freudenberg and Zeal won a Gold trophy in the IPM Awards 2016 for the Vileda Cinderella Magical Mops promotion.

Marigold has also commissioned a social historian, Seren Evans-Charrington, to look at how cleaning has evolved since 1947 as part of the campaign.

Marigold product manager, Laura Burrows, says: “We’re very proud of our heritage from our launch in Gloucester in 1947 with our first gloves, to where we are today with a wide-range of products used by generations, making Marigold a household name across the country. We wanted to celebrate this anniversary by looking back at how things have changed in cleaning over those 70 years. We’re rolling out the main elements of the research to media across the year and we’ve launched our first ever national on-pack promotion to celebrate the anniversary.”

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Heinz Tomato Ketchup is launching its ‘Grow Your Own’ promotional campaign across the UK from March 2017.

This year (the fifth in a row the activity has run) will see more than 500,000 tomato seed packs given away to schools and consumers. The idea is that by inspiring families to grow tomatoes together and care for their very own Heinz tomato plants, Heinz reinforces the message that every bottle of its world-famous ketchup is packed full of freshly-grown delicious sun-ripened Heinz tomatoes.

Now in its fifth year, ‘Grow Your Own’ will be leveraged across multiple platforms including social media and digital advertising. New for 2017 is brand new educational programme partnering schools with the recently launched Heinz Tomato Ketchup 50% Less Sugar & Salt variant.

Committed to educating children about the importance of the journey of food from field to fork, the ‘Grow Your Own’ educational campaign will be brought to primary schools across the UK and Republic of Ireland.

Through stories and a series of fun hands-on science-led activities, pupils will explore the journey of the humble tomato, discovering all the goodness it brings to mealtimes. Schools which sign up to join the campaign will get a comprehensive guide from mid-March with printed and downloadable material to engage pupils.

A range of classroom activity sheets, seed packs and branded growing pots will support teachers looking to create a positive learning experience for children and help to deliver a core curriculum subject. Projected to drive awareness within 2,000 primary schools, the educational programme will reach more than 240,000 pupils and their families.

The first 2,000 schools which register will get 120 plant pots, 124 packets of tomato seed and supporting educational material.

In addition, 10 schools will be selected as ambassadors for the campaign, receiving £100 for gardening supplies plus free gardening equipment in return for providing regular updates on the progress of their seedlings for use on the campaign microsite, www.nationalschoolspartnership.com/growyourown.php

Schools and parents will be driven to the ‘Grow Your Own’ microsite where they can sign up to the initiative to receive Heinz tomato seeds. The campaign will also be highlighted on Facebook with an inspirational social video used to educate consumers around its core ‘Heinz Tomato Story’. The humorous video answers the question ‘Where does Heinz Tomato Ketchup come from?’ and features children from a variety of nationalities, feeding their curiosity as to how Heinz Tomato Ketchup is made.

To enhance engagement, consumers will be able to enter a variety of online competitions to win a selection of Heinz gardening merchandise.

The ‘We’ll Bottle It’ competition is also returning for 2017; consumers will be encouraged to upload pictures of their homegrown Heinz tomatoes to Facebook to be in with the chance of winning a unique personalised bottle of Heinz Tomato Ketchup, made using their own tomatoes.

The winning tomatoes will be harvested and transported to the Kraft Heinz culinary centre of excellence in Nijmegen, Netherlands where a team of expert chefs will handcraft the exclusive bottle of ketchup.

Ashley White, Marketing Manager at brand owner Kraft Heinz, comments: “The Heinz Tomato Ketchup ‘Grow Your Own’ campaign is a hands-on initiative which not only gets families involved in a fun food-based educational activity, it also helps drive core messaging that every bottle of our ketchup is packed full of delicious sun-ripened tomatoes to give it the unique flavour that consumers love time and time again.”

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lights by Tena, the feminine hygiene product from SCA, has launched a new money back guarantee to raise awareness of the brand and its range of purpose-made products for light bladder weakness.

The promotion, the first ever money back guarantee run by Tena, was created by agency Blue Chip.

The activity supports the brand’s “Feel Fresh” claim, which SCA says is delivered via its Feel Fresh Technology.

Shoppers who pick up one of the 2.2 million promotional packs and who do not ‘Feel Fresh’ after using the product will be offered it free of charge via a refund process. The promotion runs until June 30th 2017; shoppers who want to take advantage of the money-back guarantee have to send SCA their full name and address, bank details, email address, the original itemised till receipt, the barcode from the original promotional packaging and a statement of at least 15 words saying why they did not Feel Fresh. Refunds, to a maximum of £3.59/€5.49, will be sent by bank transfer.

Rachael Sumner, Brand Manager for lights by Tena, says: “The ‘Feel Fresh or it’s Free’ promotion has been launched with the knowledge that up to half of UK women have used unsuitable sanitary protection for light bladder weakness, often because they aren’t aware of the benefits of using purpose-made protection. Our promotion will offer shoppers a risk-free way to pick up a pack of lights by Tena. In removing barriers to purchase, we are confident that women will love the confidence and security that only lights by Tena can provide.”

In 2016, Tena ran an on pack promotion offering consumers the chance to ‘treat’ themselves during the summer. The ‘TENA treats’ promotion gave shoppers the chance to win one of over a million prizes by purchasing one of the 3.2 million special packs. Prizes ranged from iPad mini 4s to Fitbits and money off coupons, with each pack offering a one in three chance of winning a treat. Tena Treats was a deliberately high-profile campaign aimed at helping to normalise the bladder weakness category for the 47% of women who experience the issue.

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