Promotional marketing agency Cat Among The Pigeons has created a major on-pack instant win campaign for Wasabi, the UK’s No.1 oriental chilled ready meal brand.

Launching nationally from late January, Lucky Dinners invites customers to go online for a digital “red envelope” reveal, where an animated opening moment confirms instantly whether they’ve won. Across the campaign, there are 6,011 instant wins, each worth £888, £88 or £8, with a total prize fund of £88,888.

Key details include:

• The on-pack promotion runs until 18th March 2026, available in Tesco, Sainsbury’s, Co-op and Morrisons
• The mechanic is built around Lunar New Year traditions, using red envelopes and the number 8 to nod to luck, prosperity and positivity
• Promotional packaging spans a variety of Wasabi chilled meals, including Chicken Katsu Curry, Sweet Chilli Chicken Yakisoba, and Wasabi’s Feast for One range (launched in late 2025)

Cat Among The Pigeons says the campaign is designed to help Wasabi shoppers mark Lunar New Year, which falls on 17th February 2026 and is celebrated across many Asian communities for several weeks.

Alongside the on-pack activity, Lucky Dinners will be supported by a talent-led campaign and amplified through shopper marketing, digital, and social channels to build awareness and drive participation.

Annie Stephens, Head of Grocery Marketing at Wasabi, said: “The Lucky Dinners promotion is designed to engage shoppers and add extra excitement and value during a key period for the category. We hope it will inspire more people to discover Wasabi and enjoy our range of chilled meals.”

Paul McGann, founder of Cat Among The Pigeons, added: “In busy impulse categories like chilled ready meals, shoppers are searching for a zing of excitement to spice up the week… we think this new on-pack promotion for Wasabi really hits the spot!”

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Nemiroff is turning supermarket shelves into stadium seats with a new campaign that celebrates the beautiful game. In partnership with IPM Members Activation, this promotion gives fans a chance to win VIP matchday tickets, snack hampers, and cash prizes.

Launching across Co-Op, Morrisons, Asda, and Sainsbury’s, the grand prize is more than just a seat in the stands. It’s a full-throttle football weekend, complete with hospitality and £750 cash to cover travel, digs, and dining.

Crafted for the Crowd

Nemiroff’s partnership with West Ham United, Fulham, Everton, and Aston Villa sets the stage, but the campaign is designed to resonate with fans of all stripes. Whether you’re claret and blue or just here for the brew, the activation celebrates the shared spirit of football fandom.

Instant Wins That Hit the Back of the Net

Not every shopper will bag the big prize, but that doesn’t mean they’re off the pitch. Nemiroff is fuelling the fan experience with a line-up of instant-win rewards, including pub-style snack hampers and cash prizes. Whether you’re hosting a home-viewing party or just fancy a solo celebration, these prizes bring the matchday magic straight to your sofa. It’s all about rewarding fans in the moment, no VAR required.

From Shelf to Stadium

The campaign runs from July 16 to August 16, timed perfectly to capture attention as anticipation builds for the 2025/26 Premier League season. A dedicated microsite makes entry easy, while in-store POS brings the energy to the aisles. Want to see how it all comes together? Click here to find out more and enter the draw yourself.

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“Win a Taste of the South West” bottles Cornish heritage, foodie fandom, and a dash of instant‑win theatre, creating a campaign as packed with flavour as the IPA itself. Tasked with boosting brand awareness and driving rate of sale, IPM member Activation has crafted a standout promotion that spans both on‑ and off‑trade and speaks directly to Proper Job drinkers’ passions and personalities.

Proper Job drinkers do not sip; they savour. They seek out bold experiences, genuine craft, and big flavours. Audience insights revealed that gastronomy was the perfect playground for these flavour chasers. Brewed in Cornwall, Proper Job already has deep roots in the South West. With a wealth of top‑tier foodie destinations nearby, Activation saw the ideal way to celebrate the beer’s provenance and give food‑loving consumers a prize they could truly relish. Thus, Win a Taste of the South West was born.

A Tour of the Taste Buds

The headline reward puts the power in the winner’s hands: a long‑weekend culinary escape of their choosing. Whether it is seafood mastery with Rick Stein in Padstow, coast‑to‑table flair with Mark Hix in Lyme Regis, Michelin‑level technique from Josh Eggleton near Bristol, artisan baking with Richard Bertinet in Bath, or field‑to‑fork feasting at Hugh Fearnley‑Whittingstall’s River Cottage in Axminster, the choice is theirs. Four‑star accommodation, hearty breakfasts, a generous food‑and‑travel allowance, and an ice‑cold Proper Job to toast each day complete the personalised flavour journey.

Instant Wins That Keep the Flavour Flowing

Even if the grand getaway sails past, the fizz hardly fades. Flame‑ready Mesa firepits, chef‑sharp Pareusi knives and Proper Job e‑vouchers can all be won instantly, each one flashing up the second a code is entered on Activation’s bespoke Promotor microsite.

Joining the draw is refreshingly simple. Shoppers pick up the limited‑edition four‑can pack in store or order a branded pint in participating pubs, upload the unique code at properwin.co.uk, and let fortune pour. From hop to hotplate, Activation has turned every sip into a story and every code into a passport to personalised South West flavour: a Proper Job, done properly.

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Futura Foods has launched an exciting new on-pack competition for its award-winning PDO YAMAS! Greek Feta, inviting shoppers to experience the authentic Mediterranean like never before.

From 11th June through to the end of August 2025, customers purchasing YAMAS! Feta can enter
for the chance to win an unforgettable Greek foodie adventure for two in Crete.

The grand prize includes return flights from the UK to Heraklion, private transfers, a seven-night stay at the stylish DOM Boutique Hotel, and a hands-on cooking class with a local Cretan chef in a
traditional village.

The lucky winners will learn how to create rustic dishes like dolmadakia, lamb with artichokes, and the classic Greek Feta salad – featuring delicious YAMAS! Feta of course – all against the stunning backdrop of the Cretan hills.

The prize also includes £500 spending money, a personalised itinerary app, and full winner management, offering a seamless, indulgent Mediterranean escape.

In addition to the main prize, 20 lucky winners will also receive authentic Greek hampers, packed
with delicious Mediterranean treats.

“We’re thrilled to champion this celebration of Mediterranean food and culture with our YAMAS! Feta,” said Rhian Newman, Marketing Lead at Futura Foods. “It’s the perfect way to reward our loyal customers with a taste of real Greek authenticity.”

For more information, look out for specially marked packs in-stores this summer and click here to find out more. Prizes courtesy of IPM Members, Another Way, with PR support from Big Little London.

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Birds Eye are bringing fun and sun to supermarket freezers with ‘Win Trips With Chips’.

Created by Cat Among The Pigeons, this major on-pack promotion teams up with Jet2holidays to offer shoppers an unforgettable summer experience. ‘Win Trips With Chips’ will run across millions of packs of Birds Eye chips, waffle fries, and dippers until June 2025, connecting with consumers during a key time for planning family holidays.

The promotion features 10x all-inclusive holiday prizes to be won, each worth £4,000. To further capture attention, Cat Among The Pigeons has introduced a unique prize giveaway of Chip Flops—pairs of sandals designed to be the talk of social media this summer. In addition, 1,000 lucky runners-up will receive a £10 OFF Birds Eye coupon, encouraging shoppers to explore the wider range of Birds Eye frozen meals.

Adding even more value, EVERY pack also features £70 OFF your next Jet2holidays booking to be claimed when you enter at www.birdseyetripswithchips.co.uk.

Paul McGann, founder at Cat Among The Pigeons adds “Families still want great taste AND value with their weekly food shop and this new promotion really delivers. Birds Eye chips, dippers and waffle fries are firm family favourites and alongside Jet2holidays, they feel like the perfect summer partnership. The campaign features some exciting freezer takeovers in-store and online and we’re confident ‘Win Trips With Chips’ will bring more fun and sunshine to the frozen category.”

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Dale Farm has always looked for ways to sprinkle a little extra joy into everyday moments, and their latest on-pack promotion across the ice cream range is no exception. But in a category where great taste alone isn’t enough to stand out, the challenge was clear: how do you turn a family treat into a moment they’ll remember long after the tub is empty?

That’s the thinking behind ‘Win Fun Family Days Out’—a six-month on-pack campaign designed to bring Dale Farm’s ‘Delicious Little Wins’ platform to life. The promotion rewards purchases with the chance to unlock real-world family experiences, connecting the product directly to the memories that matter most.

In Northern Ireland’s competitive ice cream market, this wasn’t about simply adding a prize mechanic. It was about embedding emotional relevance into the purchase decision, aligning the incentive with what truly resonates for Dale Farm’s audience: time together, not just treats together.

To ensure the promotion stood out on shelf and connected at home, Dale Farm partnered with Activation, the agency behind the creative execution. Activation delivered a packaging refresh that positioned each tub as a gateway to family fun, while also developing a dedicated promotional website to keep participation simple, intuitive, and engaging.

As Activation puts it: “This promotion is more than just a competition. It’s a strategic effort to build a stronger emotional connection with Dale Farm’s core audience. By offering experiences, we’re creating moments of joy that go beyond the product itself—helping to drive immediate sales and, crucially, long-term brand loyalty.”

It’s a reminder of why on-pack promotions remain such a powerful lever for brands looking to cut through the noise, not by adding offers, but by adding real value. Because loyalty today is no longer about locking customers in. It’s about building a network of benefits they wouldn’t want to walk away from, rewards that feel relevant, experiences that feel personal, and partnerships that fit seamlessly into their lives.

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Meateors has landed with a playful brand identity and a powerful digital strategy aimed at revolutionising the meat snacking category. This launch goes beyond a simple product introduction. It represents a strategic campaign designed to cater to health-conscious consumers seeking tasty, convenient alternatives to traditional snacks.

Out-of-This-World Experience

The launch of Meateors is supported by a dynamic marketing strategy developed by Activation. This creative campaign draws from the product’s name to deliver a playful, space-themed brand identity that stands out in a crowded snack aisle, offering an “out-of-this-world” experience.

Digital Discovery and In-Store Visibility

Activation’s strategy combines impactful branding with strong positioning across digital platforms such as Meta and YouTube. With more than 2.4 billion active monthly users, YouTube remains a dominant platform for younger audiences, offering brands unparalleled access to engage this demographic. Meanwhile, Meta reports that 73% of Gen Z users are more likely to discover new products on its platforms, making it a key player in driving awareness and consideration.

“Meateors will appeal to a younger target audience, and we have chosen to launch on digital platforms that will catch their attention in a way that is customised to their interests and habits. This demographic love YouTube and Meta, and these working together has proven to be the ideal recipe for increasing awareness and consideration, resulting in the ideal launch combo for newcomers like Meateors.”

Matt Ramsay, Co-Founder & Managing Director at Activation

The seamless blend of digital discovery and in-store visibility creates a 360-degree experience, enhancing brand awareness and driving impulse purchases. The presence of Meateors in selected Morrisons Daily and SPAR stores further strengthens its visibility, inviting shoppers to grab a pack on-the-go.

“The meat snacking category is continuing to show impressive growth. However, there is a high demand from shoppers for more variety, with chicken being the most common protein, meaning pork is a relatively untapped opportunity. This is where our Meateors come in.”

“We’re proud to fill this gap in the market with a tasty, convenient option that boasts all the functional benefits of being protein-packed, therefore keeping consumers fuller for longer, as well as maintaining a great texture. We’re incredibly excited to be launching these new products under a vibrant new brand, Meateors, which is sure to disrupt the category with its fun and tasty range packed with flavour.”

Yvonne Adam, Chief Marketing Officer at The Compleat Food Group, home of Meateors

Aiming for the Stars

The Meateors campaign highlights a critical strategy in today’s retail environment: winning the battle for attention both outside and inside the store. According to a YouGov study commissioned by Activation, pre-shop digital touchpoints are instrumental in priming shoppers before they even step foot in a store. “If we can’t win in-store, we must create advantages outside,” says Co-Founder Dan Hirons. This philosophy shines for Meateors, as the brand leverages Meta and YouTube to engage its target audience before they even step into a store. By leveraging vibrant visuals and engaging content, Activation has successfully created a captivating brand world that resonates with its audience, ensuring that Meateors stands out in-store and on-screen.

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Branston, renowned for bringing families together around the dinner table, is teaming up with Netflix’s animated film That Christmas to embrace the magic of Christmas. This partnership, brought to life by Activation, brings the holiday spirit directly to supermarket shelves, enhancing visibility and deepening the brand’s connection with families during one of the most important retail periods of the year.

With That Christmas set to premiere on 4 December, Branston’s in-store activations will ensure shoppers are immersed in festive joy from the moment they step in-store. Based on Richard Curtis’s beloved children’s books, the film weaves together tales of love, family, and holiday mishaps, celebrating the timeless spirit of togetherness that makes Christmas so special.

“Bringing That Christmas into the retail space allows us to connect with families in a festive, meaningful way. By integrating the film’s spirit into our promotions, we’re blending Branston’s warmth with the joy of the holiday season.”

Claire Steward, Account Director, Activation

The key objective of this campaign is to boost visibility and drive purchases during this crucial period for Branston. Launching exclusively at Sainsbury’s, the first activation features striking snow-capped point-of-sale displays and strategically placed floor stickers, guiding shoppers directly to Branston’s shelves. Shoppers can also take part in the “Win a Christmas to Remember” promotion through the Nectar loyalty program, encouraging both trial and acquisition with the incentive of a high-value reward.

This collaboration between Branston and That Christmas unites two brands with a shared focus on bringing families together. By aligning their messaging with the warmth and nostalgia of festive celebrations, both reinforce their roles as key ingredients for family gatherings.

As the season progresses, more activations will follow, including the launch of limited-edition jars, designed to elevate the in-store experience and drive excitement. Find out more about Branston and That Christmas on the Branston website.

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McDonald’s Monopoly is one of the most iconic marketing promotions in history. For 35 years and counting, this legendary promotion has had customers nationwide eagerly peeling, collecting, and hoping for their big win. Today, the UK launches the 2024 edition, offering 60 million prizes, from MINI electric cars to all-inclusive holidays. We reveal the five key secrets behind its enduring success, including immediate gratification through instant rewards, customer retention driven by collect-to-win mechanics, and a simple, nostalgic format that has woven McDonald’s Monopoly deep into the fabric of popular culture. So, let’s roll the dice, ‘pass GO,’ and unlock the winning formula behind this fan-favourite promotion!

Why Has McDonald’s Monopoly Become So Iconic?

1. Instant Wins Keep the Momentum

At the heart of this promotion is the thrill of instant gratification. The ability to win a free drink, fries, or dessert immediately keeps customers engaged. Unlike promotions that involve lengthy forms or long wait times, McDonald’s delivers rewards on the spot, perfectly aligning with the fast-food model—It’s fast food meets fast rewards.

 “There is nothing quite like that feeling of winning with the Monopoly Game at Macca’s – the surprise of finding a winning ticket, the anticipation as you wait for your prize to be revealed, and the rush of joy as you finally complete a property set or get an instant win to perk up your day.

Tobi Fukushima, National Marketing Manager for McDonald’s

2. Driving Repeat Visits

Big-ticket prizes such as cars and luxury vacations aren’t won in a single visit. The collect-to-win system requires customers to gather multiple game pieces, encouraging them to return repeatedly. This transforms McDonald’s Monopoly into a sustained event, driving foot traffic and building customer loyalty throughout the six-week campaign.

3. It’s an Event, Not Just a Promotion

For many, the return of McDonald’s Monopoly is more than just a promotion—it’s an annual event. Entire communities engage by trading game pieces, strategising on how to complete sets, and celebrating their wins on social media. Fans eagerly anticipate its return, much like other seasonal phenomena such as Black Friday or an iPhone release.

4. “Peel, Play, Repeat”

The beauty of McDonald’s Monopoly lies in its simplicity. Peeling off a sticker to reveal a prize is engaging, tactile, and addictive. Yet, this straightforward mechanic has been scaled up with billions of game pieces and hundreds of millions of prizes. Even though the chances are small, the dream of winning £100,000 or a new car keeps customers hooked. It taps into the same psychology that drives lotteries, and it works just as well here.

5. FOMO is Real

The limited-time nature of McDonald’s Monopoly leverages the powerful force of Fear of Missing Out (FOMO). Customers know that they have only a short window to collect game pieces and win prizes, which encourages frequent visits. This sense of urgency drives a peak period for sales, as no one wants to miss their chance to win big.

The Secret Sauce to McDonald’s Monopoly Success

Since its launch in 1987, McDonald’s Monopoly has established itself as one of the most engaging promotions in marketing history. Its enduring popularity stems from a winning formula of instant rewards, collect-to-win mechanics, and a simple, nostalgic format that resonates with cultural relevance and popular culture.

The “Peel, Play, Repeat” mechanic offers immediate gratification, allowing customers to win prizes like free food items instantly, which perfectly aligns with McDonald’s fast service model. The immediate rewards—such as free drinks, fries, or desserts—satisfy consumer desires for quick service and quick wins, maintaining their engagement with the brand.

A collect-to-win system adds a layer of strategy, requiring customers to gather multiple pieces to win larger prizes, transforming the promotion into an ongoing event rather than a one-time interaction. This encourages frequent return visits, reinforcing customer loyalty as participants are motivated to keep coming back for another chance to progress toward a bigger prize.

By employing a limited-time availability, the promotion taps into the powerful force of FOMO (Fear of Missing Out), driving repeat visits and boosting sales during its run. With all these elements in play, what do you think is the key to its lasting success? Is it the thrill of instant rewards, the excitement of rare prizes, the FOMO effect, or perhaps the nostalgia of this legendary brand partnership? We’d love to hear your thoughts in the comments!

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In 2011, Coca-Cola faced a challenge many established brands encounter: staying relevant. Young consumers were losing interest, and sales were declining. The solution was simple yet revolutionary: personalisation. By replacing its logo with 150 of the most popular names in Australia, Coca-Cola invited consumers to “Share a Coke” with someone special. This change turned each bottle into a gift, social media post, or conversation starter. Success was immediate, with millions sharing their bottles online and even queuing outside stores to collect the names of friends and family.

“Coca-Cola’s ‘Share a Coke’ campaign shows us the potency of seeing the world through the customer’s eyes, proving that marketing is not just about selling products, but about connecting stories. It embodies what I have always said: Instead of using technology to automate processes, think about using technology to enhance human interaction.”

Steve Jobs

By 2014, the campaign had reached over 80 countries, including major markets like the United States, the United Kingdom, and China. Each country celebrated cultural diversity by incorporating popular local names and phrases. In China, surnames like “Li” and “Wang” decorated the bottles, while in the UK, names like “Jack” and “Olivia” took centre stage. This personalised approach contrasted sharply with the traditional one-size-fits-all marketing strategies that had dominated the industry for decades.

The “Share a Coke” campaign faced challenges. Critics argued it wasn’t inclusive enough, as consumers with unique names often felt left out. Coca-Cola responded by launching an online platform allowing consumers to create personalised bottles with any name. Another innovation came in 2016 with the “selfie bottle“, featuring a built-in camera that captured photos mid-drink, embedding virality into the product to turn each sip into a shareable moment.

Building on this success, Coca-Cola has now announced a new iteration focused on Diet Coke. Until September 2024, UK fans can find personalised cans and bottles featuring over 150 popular names. Recognising that some fans might not find their names on the shelves.

Diet Coke is also offering 4,000 chances to win a personalised can. By purchasing a Diet Coke, scanning a QR code, and downloading the Coca-Cola app, consumers can enter to win. All entrants will also be automatically entered into a weekly prize draw for luxury experiences worth up to £5,000, reinforcing the concept of the “ultimate Diet Coke break.“

“We know how much our fans love a Diet Coke break—taking time for themselves in the midst of their busy lives—so, it made perfect sense for us to make that time even more special. We’re so excited to be bringing personalised cans to our fans this summer and we’d love to hear from them when they spot theirs in-store by tagging @DietCokeGB.”

Louise Maugest, Senior Marketing Director for Diet Coke

The decision to revisit and expand the “Share a Coke” concept has drawn praise from marketing experts. Olivia Mae Hanlon, Founder of Girls in Marketing, highlights the importance of recycling successful ideas while Laura Kinsman, Digital Account Manager at KW Marketing, reflects on the campaign’s enduring success:

“STOP being afraid to repurpose and recycle your old content… The Coca-Cola Company always does this so well. They have recently reinvented their iconic Share a Coke campaign with personalised names, focusing on their Diet Coke brand and leaning into the ‘Diet Coke break’ craze. This is a key example that it’s not about reinventing the wheel in marketing. Review and reflect, then rinse and repeat.”

Olivia Mae Hanlon, Founder of Girls in Marketing

“If it ain’t broke… don’t fix it! The campaigns that stand the test of time are some of the BEST. The campaigns you remember randomly years down the line. Not every piece of marketing WILL be this and that’s normal… and EXPECTED. But when it happens, it’s ICONIC.”

Laura Kinsman, Digital Account Manager at KW Marketing

Coca-Cola’s ‘Share a Coke’ campaign demonstrates the remarkable power of personalisation, turning a simple bottle design into a compelling conversation starter. From its initial success in Australia to the recent Diet Coke campaign, Coca-Cola has broken generational and geographical barriers, one name at a time.

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