Lucozade Energy is delivering its biggest ever sampling activity across the UK this year as part of its wide-reaching Energy Beats Everything campaign. The brand’s extensive sampling will see seven million ice-cold orange 150ml cans being circulated during this campaign will drive sales of Lucozade Energy by getting the drink into the hands of consumers.

The brand is also handing out vouchers as part of the sampling campaign, giving consumers 50p coupons to be redeemed against any Lucozade Energy or Lucozade Zero SKU.

Sampling for the UK’s number one energy drink will be activated nationwide, in high footfall cities and the surrounding areas throughout England, Scotland and Wales. The brand is spending a total of £28m on the Energy Beats Everything campaign, which will also include nationwide TV, outdoor and digital activity, alongside in-store marketing.

Bridget Hirst, Brand Manager at Lucozade Ribena Suntory, says: “In the past, our extensive sampling campaigns have proven to drive a 9% sales uplift on Lucozade Energy.”

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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UK shoppers saved £3.3bn over the last year by using coupons and vouchers, based on new consumer research released by Valassis Limited, the UK’s largest coupon and voucher services provider.

Overall, 86% of supermarket shoppers use coupons, with 40% indicating increased use from the previous year. Half (50%) of full-time workers revealed increased coupon usage, 12 percentage points higher than the previous year.

The survey found that 45% of shoppers are looking for promotional offers more than a year ago, eight percentage points higher than the previous year’s response. Younger consumers are more likely to look for deals with 55% of 25 to 34 year olds looking for offers compared to 28% of those 65 and older.

“Consumers increasingly seek out value and from a number of sources, thus continuing a long-standing shopping skill, honed further by the recent global economic crisis. Even though the economy has returned to growth mode, shoppers are not complacent” said Charles D’Oyly, Valassis Managing Director (pictured). “While coupons received at till was the most prolific source of coupons for shoppers, the Internet and mobile channels are gaining momentum.”

Additional survey findings:

• 33% of consumers feel their personal financial situation is worse than a year ago. Last year, 28% of consumers felt this way;
• Average monthly coupon savings increased to £6.83 from £6.59 with the savings varying based on leading supermarket-specific results;
• 65% of consumers have received a coupon at till along with their receipt;
• 35% of consumers said they have downloaded a coupon from the Internet;
• 34% are shopping at discount retailers more than they did a year ago; and
• Internet coupon usage has risen 9 percentage points from last year with 25 to 34 year olds leading the way.

These findings are based on market research responses from 2,000 UK adults aged 16+ conducted by GfK from April 8^th to 11th, 2016.

Valassis Limited is the UK’s largest coupon and voucher services provider. Responsible for handling most of the UK’s coupons and vouchers, Valassis Limited is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share.

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Kepak Convenience Foods has launched its biggest ever sampling campaign, backed with a brand-building, money-off coupon drive, under the slogan #FLAMINTASTY.

The initial £350,000 investment will target both gatekeepers and consumers, reaching almost 1.5 million people in its first phase.

Marketing activity includes store, student union and shopping centre sampling. In addition, money-off coupons will be targeted at students, complemented by a door drop that will reach more than 300,000 households.

Consumers will also be engaged by SMS mobile phone messaging, directing them to their nearest Rustlers stockist, with radio advertising and extensive social media activity also playing a key role in reaching consumers.

Kepak is also creating impact in-store with dedicated #FlaminTasty POS across all retail channels, boosted by cash & carry demonstration days to heighten retailer awareness.

Stuart Meikle, Channel Director for Kepak Convenience Foods, says: “We’re so confident in the flame-grilled taste and quality of the Rustlers range that for the first time ever we’re offering consumers a money-back guarantee if they’re not completely satisfied.”

Meikle adds: “#FLAMINTASTY marks the start of a sustained campaign to improve the perception of Rustlers amongst people who’ve never tried the product. Trial on this scale is one of the keys to achieving Rustlers’ growth potential as the vast majority of consumers who try the brand really like the flame-grilled taste and then go on to buy it.”

The #FLAMINTASTY campaign starts in the North East TV region in mid-February and will roll out across other regions.

The campaign has been created for Kepak by Blue Chip Marketing.

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