Joanne Schofield, Shopper Group Account Director at Brass Agency, shares how to deliver successful on-pack promotions within a set budget. 

They say a problem shared is a problem halved. I also think that an opportunity shared is an opportunity maximised. Especially when it comes to on-pack promotions.

On-pack promotions effectively deliver against a whole host of objectives – increasing sales, frequency, engagement and driving customer retention.  What most people don’t say or understand if they don’t work, live and breathe promotional marketing is that, whilst ROI can be much higher than many forms of marketing, on or off-pack, added value promotions can be tricky to get right and costly to set up and implement.  The chain of events that go into delivering a promotion seamlessly with impact and standout while also being legally compliant and believable, can be challenging.  How do I now deliver this successfully for my brand, within budget, and meet the above objectives?

Let’s start with the basics

1. The appeal and size of the prize – value, number and frequency
2. The ease of entry, the chances of winning
3. The way it’s communicated throughout the shopper journey

Getting these three things right can have a huge impact on how successful the campaign is. And, to do all the above to best effect, we either need to have a massive budget, or be clever with what we do have.

I don’t have a big budget, what can I do?

Let’s face it, not all activations have budgets to match those of the big players.  Some briefs are driven out of a tactical need to address a time related problem or opportunity.  Some briefs are given to support bigger strategic activity, but don’t have the budgets to match.  Some are made bespoke to activate in one key account, therefore investment is tailored to match. But despite the cost to plan, set up, change the packaging, juggle volumes, sell-in and all that other good stuff, on-pack promotions can reap rewards within a smaller budget.  Especially when you bring the right partner on the journey with you.

Give me an example

There are many.  Cadbury and the Premiership, Mr Kipling and Roald Dahl, Jet2 and Love Island.  But we’re not always talking partners in terms of licensing, sponsorship or huge equity.  Clearly they can reap huge rewards but brands often need bigger budgets to match.  Partners who are simply aligned to the brand and audience can also be perfect to build a promotional prize fund, bolster the chances of winning, and amplify a promotion’s communication strategy.

Earlier this year, we partnered Naked Noodle with lastminute.com in their on-pack promotion ‘Escape the Ordinary’ to win Far East Holidays and travel luxuries.  Not only did lastminute.com supply our holiday prizes, we also offer £30 off a lastminute.com holiday booking with every promotional pot.

We’re currently working with Soreen and leading bike brand Lapierre in our most recent on-pack ‘Win Bikes Everyday’.  Lapierre are offering a brand new top of the range bike every day, plus every pack also carries £50 off Lapierre bikes.

What do promoters and partners get out of it?

For promoters, partner involvement can deliver more chances of winning and amplify prize funds without increasing the budget.  Both the above promotions deliver millions of pounds of added value.  For partners, promoters can reach new audiences and provide another awareness platform.  For both parties, their brand and campaign benefits from increased awareness opportunities and positive associations with the other brand.   This can also help engage the trade and build commercial relationships.

Of course, there can be pitfalls and things to watch out for e.g. drawing up clear contracts, agreeing signoff processes, discussing conflicts of interest, IP restrictions etc.  But where there’s a will there’s a way.  And whilst the promotion might be a little more challenging to set up, it’s less likely to be as costly and more likely to be successful. So next time you’re wondering if you can afford to run an on-pack within budget, remember that partners can have benefits.

If you would like to find out how Brass Agency can help you, then get in touch with Joanne Schofield at j.schofield@brassagency.com

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Trebor, the Mondelez-owned mint brand, is offering thousands of UK consumers the chance to win between £5 and £50 in its latest on-pack prize draw, Trebor Win Small.

Trebor Win Small aims to drive excitement and sales by offering a lot of smaller prizes rather than a single big prize. The mint brand says that while a small cash prize may not change someone’s life, it will put a smile on their face. There are 10,800 cash sums available to be won, and the total potential prize pot is £100,000.

Consumers win by unwrapping Trebor packs and finding a ‘YOU’VE WON’ message inside with a code. If they do, then they need to go online to the competition website and enter the code to find out what they have won and how to claim it. All claims must be made by 5.00pm on March 31^st, 2019.

Trebor Win Small aims to follow the success of the brand’s Get Minted campaign, which returned for a second time earlier this year, and delivered a sales increase of 6.8% in Independents and Symbols during the promotional period, according to Mondelez, which owns Trebor.

Amy Lucas, Brand Manager for Trebor, says: “Trebor has a market share nearly double that of its nearest competitor, and currently holds the top three mint SKUs in the impulse category. Our latest competition aims to create excitement in store, that will encourage consumers to purchase Trebor to give themselves a chance to win small.”

The Get Minted prize draw, which was exclusive to the convenience channel, ran from April 1st until June 17th 2018 and offered consumers a chance to win prizes ranging from £50 up to a £5,000. At the same time, retailers who stocked Trebor and displayed the Get Minted POS won the value of any cash prizes claimed by consumers who bought winning packs in their store.

The Trebor 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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Cadbury is marking the centenary of the end of the First World War, which takes place on November 11th 2018, by releasing a limited edition Cadbury Dairy Milk Remembrance Bar, in partnership with the Royal British Legion.

The confectionery brand will be donating 30p from every bar sold to the Legion, to help its work with the British Armed Forces, veterans and their families. In addition to this financial contribution, Cadbury is supporting the Legion through a year-round calendar of fundraising events and activities.

The 360g bar bears an almost identical wrapper design as Cadbury Dairy Milk bars sold during First World War, but with the addition of poppies, which became a symbol of Remembrance after the war’s end.

Cadbury is also supporting the Legion’s Thank You movement. The campaign aims to thank all who served, sacrificed and changed our world during the First World War. Cadbury will be sharing remarkable stories of the First World War generation who shaped the world we live in today – including those of the Cadbury workforce who supported the war effort on the battlefield and the home front. This included the ‘Cadbury Angels’, women who took up roles within the business during war time and sent almost 30,000 care packages to men serving on the frontline.

While more than 2,000 Cadbury employees joined the armed forces, many others provided critical care for injured soldiers through the Friends Ambulance Unit, established by Laurence Cadbury. Many of the wounded were brought back to Bournville where Cadbury properties were converted to hospitals.

Beth Cameron, Brand Manager, Cadbury, says: “Through our Remembrance Bar and partnership with the Royal British Legion, we are saying ‘Thank You’ to all who served, sacrificed, and changed our world during the First World War. The remarkable stories of the Cadbury workforce 100 years ago have shaped the business we are today and are particularly important for us to remember at the centenary of the end of WWI.”

Catherine Davies, Head of Remembrance at the Royal British Legion, comments: “It is right and fitting that Cadbury is a Thank You partner given its proud history dating back to the First World War.  Cadbury made a great contribution to the First World War by sending morale-boosting gift packages to soldiers on the front line and converting Cadbury buildings to hospitals for the injured back home.  We are grateful to Cadbury for continuing its long standing support for our Armed Forces community and donating to the Legion through the sale of this special chocolate bar.”

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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The latest IPA Bellwether report from the Institute of Practitioners in Advertising reveals a significant increase in the number of clients increasing their spend on ‘sales promotion’, with an index of +4.0 (calculated by comparing the number of marketers increasing budgets to those decreasing budgets, to create a plus or minus balance figure).

Overall, the average IPA Bellwether index stood at +6.5, lifted by a massive +22.7 result for internet advertising.

Paul Cope, Managing Director of the Institute of Promotional Marketing (IPM), the UK trade body for the promotional marketing industry, says: “The latest IPA Bellwether figures are very welcome, but not really a surprise. Promotional marketing, where consumers are offered a reward or incentive to get them to do something, delivers real engagement for brands and is attracting increasing spend in a post-truth world, where what you do matters more than what you claim.”

Channels which saw an increase in budgets in the Q2 IPA Bellwether report include ‘main media’ advertising (+4.9) and events (+4.3).

Cope adds: “Promotional mechanics and techniques are now to be found across all media channels, and are incredibly strong in digital marketing and also events, which include experiential. Promotional marketing is, by its nature, about adding value to a brand and protecting brand equity and margins, which is very attractive for marketers, particularly at FMCG companies which are facing increasing pressure from retailers to cut prices.”

Channels which saw budgets falling included Direct Marketing (-3.2), PR (-6.5) and Market Research (-7.2).

UK marketers remain upbeat about their own company financial prospects, with a net balance of +13.3% of firms saying they were optimistic, fractionally higher than in the first quarter (+13.1%) and the greatest level of optimism since Q1 2017.

Following a slight upward revision to the official Q1 GDP quarterly growth figure, expectations are for a bounce back in Q2. As such, the Bellwether Report predicts a greater degree of optimism towards adspend growth for 2018 and 2019 than it previously forecast. Growth for the year as a whole is expected to come in at around 1.1% (revised from 0.8%), while 2019 growth was also upwardly revised to 0.7% (from 0.4%).

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Packaging is a valuable media channel which brands should be using to communicate added-value messaging and promotions, argues Alastair Lockhart of Savvy

As retailers seek more ways to differentiate from each other, we have seen the leading grocers take more control of their store environments. POS is highly templated, and even promotional mechanics are often under the control of retailers. At the same time, in-store compliance too often remains a source of frustration.

For brands – many already under price pressure and the threat of range rationalisation – this has made it increasingly difficult to activate effectively in-store. Granted there are exceptions where brands do create massive impact in-store, but these are typically isolated and are usually backed by substantial budgets.

With this in mind, the onus is firmly on brands to make their own media and assets work as hard as possible and to take control of the shopper journey wherever they can. There is no question that the proliferation of digital touchpoints has created new opportunities, but marketers need to take time to re-evaluate the potential of more traditional activity, in particular on-pack promotions. Indeed, I believe that the potential of on-pack promotions has never been greater.

Providing an added value on-pack is one of the most effective ways of standing out and creating an emotional connection at the point of purchase amongst a sea of price promotion offers. From the shoppers’ perspective, over half (57%) of UK them claim they are more likely to buy a particular product if it offers an added value on-pack.

From the brand’s perspective, compliance is guaranteed, brand equity creation can be placed at the centre of the campaign strategy and, crucially, on-packs create a direct relationship with the shopper and the consumer.

A skilfully crafted on-pack also has substantial potential to drive category sales and to engage shoppers at the point of purchase. And, with an insight-led customer overlay, the retailer wins too.

At its most basic level, product packaging is a brand’s primary interaction with shoppers in the store environment and can be used as a powerful means to communicate with shoppers. Consider the way that Mars has changed its brand flag to activate its sponsorship of the FA and its sister brand Snickers has altered its brand flag to reinforce its brand campaign and drive a link with the product’s target need state.

The best on-pack promotions do not sit in isolation but play an important role in a connected shopper journey.

Thanks to the application of technology, never has there been a better time for brands to make a stronger connection with consumers. On-pack campaigns can now extend beyond simple win and free gift with purchase mechanics. By using technology like Augmented Reality, brands can drive deeper engagement activating brand content on-pack and creating an on-going dialogue with consumers over a sustained period of time.

Use of digital touchpoints to enhance an on-pack and manage the shopper/consumer journey also provides a means to collect data, and subsequently measurement and valuable engagement insights.

Despite the potential of connected shopper campaigns that link on-pack promotions with digital touchpoints, it is rare that we see really good examples of this type of activity landing. In part this is because of a lack of true strategic planning by agencies, but in larger part it is a result of the way FMCG businesses are structured. Brand teams look after the brand, shopper teams look after shopper marketing and digital teams look after social channels. All too often, the communication between these teams is poor, or worse non-existent.

More and more shoppers expect a seamless, joined up journey – brands and agencies need to work more closely to make sure that experience is delivered.

Alastair Lockhart is Insight Director at creative, digital and retail marketing agency Savvy. Savvy is focused on shopper, retail and brand insight and has won multiple awards for its work. Clients include AB InBev, Mars, adidas, Pernod Ricard, Britvic and many other household names.

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Household towel brand Plenty is collaborating with Disney ahead of the hotly-anticipated launch of the Disney∙Pixar film Incredibles 2, which will be released in UK cinemas on July 13^th.

Manchester-based marketing agency Blue Chip has created an on-pack promotion for Plenty which runs across two million Plenty ‘The Stylish One ‘packs. The activity aims to recruit younger families into the category by offering the chance to instantly win one of 10,000 Incredibles 2 plush toys. Plus there is a prize draw to win an adventure holiday for a family of five to visit Queenstown, New Zealand.

To enter, consumers must visit www.plentywins.co.uk/incredibles2 and provide their full name, contact telephone number and a genuine email address along with the unique code found on the inside of every promotional pack. There are 10,000 Disney∙Pixar Incredibles 2 plush toys to be won instantly online. The toys are around 7 inches tall and represent the main characters of the Incredibles 2 film – Bob Parr (Mr Incredible), Helen Parr (Elastigirl), and their children Dash, Violet and Jack Jack.

Winner selection is via ‘winning moments’.

In addition to the instant win, everyone who enters their unique code online at the microsite, whether they have won a toy or not, will be put into a random prize draw to win a holiday to Queenstown, New Zealand for a family of five.

There is a No Purchase Necessary entry route for Northern Ireland. In the Republic of Ireland, where the law requires that brands operating prize draws where consumers have to buy a product to enter must partner with a charity which has been granted a lottery license, Plenty is working with LauraLynn Children’s Hospice.

The promotion went live this week and will be supported with a full media campaign including TV, social and in-store throughout the summer months.

Jess Harper, Account Director at Blue Chip, says: “This promotion will really inject some fun and excitement into the Household Towel category, not only by adding value with every pack, but also through recruiting younger families into the category and ultimately driving incremental volume.”

The release of the Incredibles 2 film sees Helen (voiced by Holly Hunter) being called on to help bring Supers back, while Bob (voice of Craig T. Nelson) navigates the day-to-day heroics of “normal” life at home. Meanwhile, a new villain hatches a brilliant and dangerous plot that only the Incredibles, working together, can overcome.

Consumers can enter on the microsite until 30^th November 2018. All valid entrants will be submitted into the prize draw for the holiday prize, the winner of which will be drawn on 3^rd December 2018.

The Plenty brand is owned by Essity, formerly part of SCA, the giant Swedish paper products group. Other Essity brands include Cushelle paper towels and the TENA range of personal hygiene products.

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PepsiCo brands are coming together this summer to encourage shoppers to host their own big night in with its range of snacks and beverages and get behind their favourite football team. The ‘Power of One’ campaign features an on-pack promotion offering prizes across selected formats of Walkers Tear ‘n’ Share, Walkers Stax, Doritos and Pepsi Max.

PepsiCo is not an official partner of the FIFA World Cup 2018, being held in Russia this summer – arch rival Coca-Cola has partnership rights. Like many other companies, however, PepsiCo is looking to tap in to the football fever likely to take hold across the UK shortly, without infringing on any rights held by FIFA or Coca-Cola.

In the ‘Power of One’ promotion, for the chance to win prizes, shoppers need to purchase any two items from the range, register online at one of the respective brands’ dedicated websites (walkers.co.uk/perfectmatch, doritos.co.uk/perfectmatch or pepsi.co.uk/perfectmatch) and enter the codes found on-pack. Consumers can then spin the carousel to see if they can score the Perfect Match (3 matching icons) and win a prize to enjoy in front of the next game. There is a No Purchase Necessary route for consumers in Northern Ireland.

The prize pool includes 49″ LG Smart 4K Ultra HD LED TV, Walkers Snack Bowl & Pepsi Max Glasses bundles, coupons for a free pack of Walkers or Doritos or coupons for a free bottle of Pepsi Max.

Andy Hawkswell, Walkers Marketing Manager, says, “With over 80,000 prizes up for grabs, we are excited to be launching our biggest ever Power of One promotion to really help the nation get together and cheer on their favourite team. We have recruited Lionel Messi, Dele Alli and Gary Lineker who will be appearing on packs to maximise awareness and capture the nation’s love of the beautiful game.”

Global drinks and snacks company PepsiCo generated approximately $63 billion in net revenue in 2016, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. 22 of its brands generate more than $1 billion each in estimated annual retail sales.

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Yakult is giving customers the chance to enjoy a range of activities that are rewarding for both body and mind, in a on-pack promotional campaign created to celebrate ‘The Science of You’.

Customers can claim a free sports or wellbeing session with every promotional pack of Yakult and Yakult Light. Various activities on offer include tennis, swimming and golf lessons, personal trainer sessions and even out-of-the-ordinary experiences such as Disco Yoga and outdoor boot camps with British Military Fitness. There are over 3,000 venues taking part in the campaign nationwide.

For those more into wellbeing for the mind, Yakult has also collaborated with The Mindfulness App to offer three months free subscription to its premium meditation service.

Reshma Patel, Marketing Manager at Yakult UK & Ireland, says: “‘The ‘Science of You’ campaign aims to drive penetration over the summer-time, when people are increasingly looking for positive lifestyle choices. The simple mechanic, celebrating wellbeing and the science of the human body, connects the brand with our core values while also helping us deliver on our business objectives.”

The campaign is running until July 31^st, 2018 across 2.5 million packs. Customers who register within the promotional period can still download vouchers until September 30th, with vouchers being accepted at venues until December 3^rd, 2018. Promotional packs can be purchased in all major supermarkets and independents across the UK and Republic of Ireland.

To take part, consumers buy purchase any promotional pack of Yakult or Yakult Light, visit www.yakultactivities.com, register their details and enter their promotional code. They will then be able to browse thousands of independent studios, pools and gyms to find those in their local area and download a voucher. To claim their free activity, customers they must present the voucher at their chosen venue.

Campaign concept, partners and creative, which includes in-store POS, OOH media as well on-pack stickers, was developed and is being managed by London-based agency TLC Marketing. TLC also designed and built the campaign microsite, with the ‘Yakult Activities’ portal, which uses an interactive quiz to educate customers about what activities can help their body and why.

Martin Covill, Director of Business at TLC Marketing, said, “Dr Shirota, the scientist who created Yakult, believed that true health stemmed from both physical fitness and mental wellbeing. The ‘Science of You’ campaign embodies the history and vision of Yakult, but also pays homage to Dr Shirota – honouring his legacy with body and mind orientated rewards.”

TLC Marketing previously worked with Yakult on a 2015 campaign to celebrate the brand’s 80th anniversary with an on-pack ‘Culture Pass’ promotion.

TLC Marketing Worldwide is a global leader in loyalty, incentive and reward campaigns. It is the Institute of Promotional Marketing (IPM) Agency of the Year 2017 and won The Queen’s Award for Enterprise in International Trade in 2016. In the past two years, the agency has also won awards for its work with Continental Tyres, Bupa, Pallas Foods and Braun. Other clients include Eon, HSBC, First Direct and Yakult.

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Westons Cider is ramping up investment behind its exclusively off-trade brand, Henry Westons, with a planned marketing spend of £3.5m over the next three years, including a partnership with the Cheltenham Jazz Festival, sampling and an on-pack promotion offering consumers a chance to win a trip to New Orleans plus tickets to the New Orleans Jazz Festival.

The Herefordshire-based premium cider-producer is aiming to drive further growth and increase market share for its category-leading brand with its marketing activity, which also includes a national TV advertising campaign.

The latest round of TV advertising for the UK’s number one glass bottle apple cider features Westons’ entertaining take on founder Henry Weston’s legacy, and emphasises the brand’s traditional production methods.

Henry Westons is also scaling up its partnership with Cheltenham Jazz Festival. As principle partner, the crafted premium cider brand will benefit from high visibility across the established six-day festival and will be front of mind for festival-goers thanks to the ‘Henry Westons Big Top’ on the festival site.

The partnership with the Cheltenham Jazz Festival, which just took place over the May Bank Holiday weekend, included sampling and the return of ‘Henry Westons Sessions’ featuring stripped-back, acoustic performances from the likes of Corinne Bailey Rae, Rick Astley and Imelda May.

Further supporting the campaign, the on-pack promotion will appear on 3 million bottles of Henry Westons during May, June and July, offering consumers a chance to win a trip to the birthplace of jazz, New Orleans, plus tickets to the New Orleans Jazz Festival.

2018 marks the third year of increased investment for the Henry Westons brand which is firmly established as a ‘must-stock product’ for the convenience and grocery retail channels, reinforcing the £37m brand’s position as the UK’s number one glass bottle apple cider.

“Henry Westons is a star performer within the Westons Cider portfolio and continues to go from strength to strength,” explains Tim Williams, Henry Westons Brand Manager at Westons Cider. “The brand’s impressive growth is driven by an in-depth understanding of our target consumer, and the reliably smooth and rounded flavour that gives Henry Westons its character.”

Matthew Langley, Insight and Innovation Manager at Westons Cider, adds: “This fantastic campaign for Henry Westons comes as we release our third annual cider report, which reinforces the key role that traditional crafted ciders like Henry Westons have to play in growing sales for off-trade retailers, large and small. Glass bottle cider accounts for more than £1 in every £3 spent in the off-trade and this format continues to grow by +2.4% year on year, so it is essential that retailers continue to stock the brand that remains the main driver of that growth, Henry Westons.”

UK on-trade listings for the Westons Cider portfolio include Mitchells & Butlers, Spirit Group, Punch, Enterprise Inns, Fullers, Greene King, Hall & Woodhouse, Marstons, Charles Wells, Youngs and Matthew Clark Wholesale. UK retail listings for the range include all major grocers such as Waitrose, Sainsbury’s, Tesco, Morrisons, Asda, the Co-op and Booths.

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Quaker Oats is rerunning its successful Overnight Oats on-pack promotion from last summer, but with a twist – consumers will now be able to choose the colour and design of the jar they get.

Last year’s promotion saw 40,000 Mason Jars despatched to consumers, but they had to choose from one of five different designs. In the latest version of the promotion, there are three designs, each in three colourways.

The promotion, running on 1kg packs of Quaker Oats, supports Quaker’s ongoing campaign tapping into the interest in ‘overnight oats’ (oats prepared by being soaked in milk or other liquids in the fridge overnight rather than being cooked). Because they are eaten chilled rather than hot, they are proving more popular during the summer months, traditionally a low period for cooked oats.

The promotion runs until the beginning of June. To claim their jars, consumers have to find the unique codes from promotional packs of 1kg Traditional and Jumbo Rolled Quaker Oats, enter them online at www.quaker.co.uk/overnight and pay postage and packing (which starts at £1.99 for one jar and goes up to £9.99 for nine jars). Each code entitles consumers to one jar, and there is a limit of nine jars per household.

Eric Williams, Quaker Oats Marketing Manager, says: “Last year, we gave away 40,000 mason jars as part of the on-pack promotion – a huge success! This year we are mixing things up by offering consumers the chance to interact with the designs. We know that overnight oats are an increasingly exciting breakfast trend continuing to gain momentum, so we expect some great engagement with the campaign. As 62% of cereal occasions include fruit, especially in overnight oat recipes, and a real skew towards fruit options in the summer months, there is a huge opportunity for retailers to drive sales outside of the usual porridge season.”

In addition to the on-pack promotion, Quaker will be showcasing new overnight oat recipes online to inspire shoppers. The brand will also encourage further interaction across social media channels and via a partnership with popular recipe video creators, TWISTED.

The Quaker Oats brand is owned by PepsiCo. PepsiCo generated more than $63 billion in net revenue in 2016, driven by a food and beverage portfolio that includes Frito-Lay and Walkers savoury snacks, Gatorade, Pepsi-Cola, Quaker and Tropicana drinks and Quaker. PepsiCo’s product portfolio includes 22 brands that generate more than $1 billion each in estimated annual retail sales.

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