Award-winning creative brand experience agency, N2O, is set to captivate shoppers this Halloween with the Trail to Treats touring roadshow, born from the retailer’s new Halloween toolkit.

This engaging event will reach selected Tesco stores nationwide, designed as a way to bring the toolkit’s spooky characters to life with Tesco shoppers. Kicking off the retail experience, visitors can sample products from an array of specially selected brands, including Mr Kipling, Monster Munch, Jammy Dodgers, Party Rings, Chupa Chups, Maryland Cookies, Accolade Wines and Diablo Wine.

Customers are then be invited to hunt for the characters within the aisles, using clues to find letters that spell out a mystery word. To add to the attraction, a fun photo opportunity will feature in the foyer, where shoppers can capture a memorable moment with one of the spooky characters featured on the trail.

Steve Frith, Art Director at N2O, said: “Halloween is an increasingly popular seasonal moment in consumers’ calendars, so we wanted to encourage customer engagement with a bit of theatre and entertainment, bringing Tesco’s Halloween toolkit to life like never before. With a whole host of spooky new characters to play with, we wanted to introduce them to customers in an interactive and memorable way, weaving them through a retail experience. The activity is set to entertain and inspire; from the sampling of treats and the fun of the trail, to a themed prize and promoted supplier offerings.”

The Trail to Treats is live from 5^th to 31^st October. Locate your nearest activity at: Tesco House of Halloween (tescohalloween.com)

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Brands including alcohol-free Budweiser Prohibition Brew, Walkers Max Strong, Branston, Primula and Bodean’s have signed on as partners for National BBQ Week, a multi-brand experiential, sampling and marketing campaign which returns for the 22nd year from Monday May 28th.

The organisers say that National Barbecue Week is one of the UK’s top awareness weeks and has, since its launch in 1997, been a “catalyst for growth in the BBQ market” according to PR Week and also being “fundamental in changing consumer attitudes to BBQ” according to Mintel and The Grocer.

Launching on Spring Bank Holiday and running from 28th May until the 3rd of June, the awareness week will be incorporating a dynamic digital, PR and media focus set to reach over 25 million people. There will also be experiential sampling at the launch of London’s ‘Summer by the River’ festival from the 1st to the 3rd June, where a further 150,000 people will be exposed to the campaign.

Key sponsors for this year’s campaign are: Official Alcohol-Free Beer: Budweiser Prohibition Brew; Official Snack: Walkers Max Strong; Official Sauce: Branston; Official Cheese: Primula; and Official BBQ Restaurant: Bodean’s.

Competitions will be run through media and through social media channels including Instagram, Twitter and Facebook including the return of the BBQ Baptas. Consumers will be encouraged to send in videos of their fun barbecue or grilling technique and results, with the aim of winning a BBQ Bapta Award, a cash prize and a BarbiBox, full of product from the sponsors.

Along with the UK’s leading BBQ Website full of hints, tips, recipes and guides to ‘Being a Better BBQ’er’, there is also a Barbi Blog, with messages from the sponsors and chief GrillMaster, Brian George, founder of National BBQ Week.

George, who runs agency Grocery Gurus, says: “National BBQ Week is one of the UK’s biggest awareness weeks and has helped change consumer BBQ attitudes and usage from just 9 million in 1997 to over 130 million last year with the overall BBQ food and drink market being worth around £1.3 billion, up from just £150 million back in 1997.”

Grocery Gurus will also be organizing other multi-brand campaigns including WorldBeerathoN in October (to coincide with Octoberfest), Get Wine Wise in November, Mixorama (for at-home cocktails) in December, and National Wine Week, from 26th November to 2nd December.

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Dinner to Dine For; Together is Better, the IPM Award-winning multi-brand experiential roadshow campaign organized by agency Brand Belief, has launched for the fourth year running.

The campaign, which features three separate travelling Big Night In roadshows, will run until the end of March 2017.

Originally launched in 2013, the Dinner to Dine For campaign will be visiting 40 Tesco large format stores as well as a Tesco HQ event at Welwyn Garden City and Waterloo and Victoria railway stations.

The activity is being supported with an integrated campaign that includes the experiential roadshow itself, with full Point of Sale support, in-depth engaged sampling and competitions offering hundreds of prizes, plus a PR drive on traditional and online media, a campaign website, social media promotion, a mobile coupon app and trade support at store and HQ level.

The roadshow encourages people to enjoy a Big Night In with luxury food and drink as a way to treat themselves in “busy and expensive times”, according to Brand Belief, which adds that the campaign will communicate with over 500,000 consumers through traditional and digital media and engage with 400,000 consumers via the roadshow.

Brands which are participating include Kumala Reserve Wines, Pilgrims Choice Cheese, L’OR Coffee and Bahlsen Choco Leibniz biscuits.

Brian George, Managing Director of Brand Belief, says: “Focused on Big Night In and ‘at home’ Meal-treats, we decided to move our award-winning Dinner to Dine For from October to February so as to follow-on from the Valentine’s Day celebrations.”

George adds that the move also recognizes that the weather in the UK in February and March tends to mean consumers are more receptive to staying in than going out.

Further information can be found on the campaign website, www.dinnertodinefor.co.uk, or by following the campaign’s social media feeds facebook.com/dinnertodinefor and @dinner2dinefor.

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The ‘It’s Lunchtime’ multi-brand experiential and promotional campaign kicked off for its third run at the end of September, this time with a social media campaign aimed at getting busy office workers who can’t get away from their desks to try out some desk-based exercises.

It’s Lunchtime includes major media, promotional and trade support activity centred around the It’s Lunchtime RoadShow which runs until mid October and which should reach an estimated half-a-million shoppers, highlighting the importance of a midday day meal to health, well-being, energy levels and concentration – as well as the fact that a balanced midday meal can boost the metabolism, which in turn can help with weight loss.

Brand Belief, the agency behind the campaign, has signed up leading brands including Cathedral City cheddar, Carte Noire coffee, snack brand Nākd, biscuit brand Bahlsen PiCK UP!, spread Clover and Kallo rice cakes.

Brand Belief will also be conducting a survey to find out exactly where Britons like or tend to eat lunch, #wheredoyoueatyours.

The RoadShow will be appearing at two London mainline stations, Victoria and Waterloo, as well as 30 key Tesco and Sainsbury large format stores over four weeks. In addition to lunch-related sampling sessions, money off coupons will also be distributed.

In addition, as the majority of working adults now eat lunch at their desk or workstation, the campaign will also be promoting simple #lunchercise exercises to keep the healthy message going. Exercises include The Desk Push Up, Chair Swivel, Printer Sprinter and The Lunchbreak Hammy.

The campaign aims to reach out to 12 million people through the media, targeting 150 titles, and via social media. There will be ‘Lip-smacking Lunchbox’ giveaways via the press and online plus advice, hints, tips and recipes across social media and on the website www.itslunchtime.co.uk.

Julien Lacrampe, Trade Marketing Manager at Bahlsen, comments: “Following last year’s success, we are delighted to be involved in the ‘It’s Lunchtime’ sampling initiative again. Last year alone, more than 79,000 incremental households bought PiCK UP! biscuits and through this sampling we will drive even more consumers to the brand.”

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