Nestlé has partnered with hundreds of venues across the UK and Ireland to encourage families to spend more time together and do something fun, as part of a new ‘Kids Go Free’ on-pack promotion.

Families will have the opportunity to get a free kids ticket when buying any promotional pack of Nestlé confectionery products, such as Smarties, Rowntree’s or Milkybar.

All participating packs contain a unique code that can be exchanged for one free child ticket when buying a full priced adult ticket (or two child tickets for the price of one) at hundreds of venues across the UK and Ireland.

Indoor and outdoor adventures on offer include days out to zoos, safaris, museums and castles to activities such as kayaking, canoeing and dry ski slopes.

Lucy Fawcett, Brand Manager, ‘Kids Go Free’ promotion, says: “’Kids Go Free’ is all about motivating families to enjoy time spent together. We know that entertaining children can be a challenge sometimes and we hope that this promotion gives families that inspiration and value for money to enjoy a quality time together as well as making memories. There are hundreds of activities to choose from and we hope that the whole families will find the promotion exciting, fun and even educational.”

The promotion will run for a year from the end of May 2018 until 30^th April 2019 and will be supported by a digital media campaign, including online advertising and social media.

Earlier this month, Nestlé UK and Ireland partnered with online streaming service NOW TV as part of an on-pack promotion to offer consumers the chance to win either a monthly Sky Cinema, Entertainment or Kids pass, or Sky Sports day pass, with 1,000 passes up for grabs every hour for eight weeks.

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The first-ever EU-wide report to isolate the economic and social contribution of advertising and marketing communications highlights the sector’s ability to drive economic growth across the EU.

Value of Advertising, an independent study by Deloitte, has identified a multitude of benefits generated by advertising to the overall economy, jobs and civil society.

Using econometric modelling, the study, which was commissioned by the World Federation of Advertisers and other industry partners, found that advertising contributed nearly 6 million jobs across the EU and 4.6% of total GDP.

Every Euro spent on advertising is estimated to add an additional seven Euros to GDP. This means that the €92 billion spent on advertising in 2014 in the EU would have contributed €643 billion to GDP, representing 4.6% of the overall EU GDP.

The study found that advertising contributes to the wider economy through its ability to support competitiveness by providing consumers with information on products and services and helps to increase their choice of goods and services. This, in turn, drives innovation by incentivising businesses to create differentiated products and services, allowing them to out-compete their competitors not just in the EU but around the world.

• Advertising provides personal and social benefits by funding or part funding media services. Advertising ensures that EU citizens benefit from news, entertainment and communications tools at a reduced cost or even for free. The €92bn spent on advertising in 2014 directly funded content of all kinds.
• Outdoor advertising also provides additional civic benefits in the form of an improved urban environment while search engines help people to reduce both the time and financial cost of seeking new information.
• Without advertising, funding for all sorts of media would be reduced. This could drive up costs to consumers, damage media independence, reduce the amount of news and entertainment content and force professional sports and cultural events to seek financial support from other sources.

Online, advertising largely funds free services that people across Europe use at little or no cost. For example, around 70% of EU citizens regularly use email services, while social media are accessed extremely widely.

Stephan Loerke, CEO of the World Federation of Advertisers says: “Advertising is a vital economic engine that encourages competition, drives innovation in business and provides significant benefits to society by funding or part funding media services, from news to entertainment. Policy-makers should be mindful that ad restrictions have important economic, social, and cultural consequences.”

The European ad industry is calling for a moratorium on further restrictions on advertising to ensure that the overall impact of any new rules, including their unintended consequences, is fully assessed. Right now, the industry is concerned that the revised Audio Visual Media Services and ePrivacy directives will create additional restrictions, hurting the European digital economy and reducing its potential to create local champions and more jobs.

“Advertising matters for employment, innovation, culture and entertainment, and supports media plurality, which is fundamental to democratic freedoms. The benefits are pervasive and run through the fabric of society,” said Loerke.

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The latest Change4Life campaign, backed up a by a free app which scans product barcodes and compares ingredients, aims to educate families about the significant amount of sugar children are consuming even before they get to school.

The new push from Public Health England (PHE), the government department behind Change4Life, launched today. Its main message is that children consume half the daily recommended sugar intake before the morning school bell rings.

The campaign urges parents to Be Food Smart and take more control of their children’s diets. The new Be Food Smart app highlights just how much sugar, saturated fat and salt can be found in everyday food and drink that their children consume.

The free app works by scanning the barcode of products allowing parents to compare brands and also features food detective activities for children and mini missions the whole family can enjoy.

The app is an integral part of a campaign that also includes TV, digital and outdoor, plus the distribution of 4.6 million free Be Food Smart packs to primary school aged children and families at local events across England.

PHE says that on average children in England consume more than 11g of sugar at breakfast time alone, almost three sugar cubes. The recommended daily maximum is no more than five cubes of sugar for 4 to 6 year olds and no more than six cubes for 7 to 10 year olds per day. By the end of the day, UK children have on average consumed more than three times these recommendations.

A survey conducted for PHE’s Change4Life campaign found that parents are unsure what makes up a healthy breakfast for their children. Most parents (84%) whose children consume three or more sugar cubes in their breakfast think their child’s breakfast is healthy.

PHE says some of the main sources of sugar at breakfast time include sugary cereals, drinks and spreads. Away from the breakfast table, children are also consuming too much sugar, saturated fat and salt in items such as confectionery, biscuits, muffins, pastries and soft drinks.

Dr Alison Tedstone, chief nutritionist, Public Health England, says: “Children have far too much sugar, and a lot of it is before their first lesson of the day. It’s crucial for children to have a healthy breakfast, but we know the mornings in a busy household can be fraught. That’s why we’ve developed our Be Food Smart App, taking some of the pressure off parents and helping them to choose healthier food and drink options for their children.”

Public Health England exists to protect and improve the nation’s health and wellbeing, and reduce health inequalities. It does this through world-class science, knowledge and intelligence, advocacy, partnerships and the delivery of specialist public health services. PHE is an operationally autonomous executive agency of the Department of Health.

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The campaign will be encouraging people to ‘Shake Up’ the mundane as the antidote to all things boring and sensible and will be supported by the brand’s #ShakeItUp messaging.

An intense four-day sampling burst kicked off the campaign at the start of August, with brand ambassador teams handing out freed rinks at London’s Victoria and Liverpool St train stations, Westfield Stratford and Westfield London.

The activation, created by marketing agency Sense, is the experiential element of a wider brand repositioning campaign that will include a range of digital and social media activities.

Over the four-day activation, more than 45,000 400ml Yazoo samples were handed out along with a specially designed handout that compliments the overall look and feel of the campaign, where everyday monotonous situations are ‘Shaken Up’.

The aim of the campaign is to more clearly differentiate Yazoo from its rivals and to increase penetration among young adults – the brand’s ‘life’s too short to be serious; message will be central to this.

Alongside free and 50p-off Yazoo coupons, the handouts will feature quirky illustrated items (including a face, the bottom half of a mermaid and crocodile head) that can be easily popped out and then introduced into photos of everyday situations to “Shake them up”.

Digital advertising includes banner ads targeted at millennials on a number of pre-selected websites, with consumers being encouraged to either text shakeitup to 65009 to receive a secure digital voucher or click through to a microsite where they can opt to get their voucher delivered by SMS or email. Secure digital coupon services are being provided by i-movo.

Consumers will be encouraged to get creative and share their photographic results via social media using the hashtag #ShakeItUp.

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Eagle Eye, specialist in digital promotions validation and redemption, has partnered with Mediavest to launch a cutting edge digital campaign for Nicotinell, enabling the brand to track the customer journey from online activity through to in-store sales in real-time.

This will also be the first UK national campaign where coupons are redeemed in Asda via a smartphone and 2D scanner capability.

For the next two months until the end of February, the campaign will dynamically serve digital content to targeted consumers based on their previous online history and location data, with the aim being to drive online activity through to in-store purchases.

Consumers will be served a message allowing them to download a £2 off coupon and store it in their passbook or digital wallet. They will also be able to view an interactive map pointing them to their nearest Asda store where they can redeem a coupon for a Nicotinell Lozenge product.

Eagle Eye’s AIR platform is being integrated into Asda’s Point of Sale system to verify that coupons are valid and that the relevant product is in the shopping basket.

Eagle Eye’s integration into Mediavest’s tech stack will enable Mediavest and Nicotinell to see which channels are working the best, allowing them to optimise campaign messaging in real-time to enhance ROI. This data, including date and location, can then be used in a re-marketing campaign to consumers fitting a similar profile.

Duff Borer, Business Director, Mediavest, says: “This is a ground-breaking initiative that will provide real-time analysis of the campaign’s success. Traditionally, demonstrating the immediate effectiveness of digital advertising on sales has been a challenge; however, this collaboration with Eagle Eye will allow us to measure the campaign in real-time, providing for the first time the capability to track online activity to in-store behaviour.”

Phill Blundell, Chief Executive at Eagle Eye, adds: “Recognising the need for relevant, timely incentives is the cornerstone of providing the customer with an offer they will be interested in redeeming. As our codes are verified against the basket data in real-time we can also eliminate any fraud or mal-redemption, ensuring the correct product and brand is being purchased.”

Eagle Eye supports the distribution of mobile and online coupons and vouchers for loyalty and shopper marketing. Redemption is handled via retailers’ smartcard ‘chip and pin’ validation systems, meaning there is no need for additional hardware in store.

Last week, it announced the appointment of former Tesco Deputy Chief Executive Tim Mason as its new Chairman.

In July 2015, it signed a massive deal with Sainsbury’s to handle mobile coupons. It already had a similar deal with ASDA and works with Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express. It has strategic partnerships with Toshiba, K3 retail, Zonal, and Comtrex.

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