Ten Feet Tall, the ‘impact marketing’ agency, has been chosen by Wall’s Pastry, the UK’s leading sausage roll brand, to create, design and deliver an 8 week on-pack promotion in partnership with SportsAid, the charity which supports the next generation of up and coming GB sports athletes.

Launching on June 14th and running through the summer until August 8th, the promotion will enable participating customers to go online not only to trigger an instant 50p donation from Wall’s Pastry to SportsAid to help fund 25 potential GB sports stars but also to enter a prize draw to win 1 of 8 ‘money-can’t-buy’ experiences for two people in the form of an exclusive VIP GB Sports tour of the Queen Elizabeth Olympic Park.

Hosted by diving silver medallist Leon Taylor, this will be an action-packed day of a lifetime, with behind-the-scenes access to the entire site, taking part in a diving experience at the Aquatic Centre, touring the Olympic Velodrome with VIP access to the Six Day London cycling event, enjoying lunch at the top of the iconic ArcelorMittal Orbit – plus meet and greets with the Olympian and Paralympian stars of GB Sport.

Mike Holton, Brand Marketing Manager at Wall’s Pastry, said: “We are delighted to be working with Ten Feet Tall on our latest on-pack promotion. GB sports athletes have been incredibly resilient over the past 15 months and they’re finally starting to be able to train and compete, so this partnership with SportsAid will allow us to support our young athletes between the ages of 12 to 18 with much-needed and well-deserved funding to cover training and competition costs at the start of their careers.”

Ten Feet Tall MD Ed Hughes adds, “SportsAid is the UK’s leading charity for young athletes and has done some fantastic work over the years to help them achieve their ambitions. So as the world starts to return to some form of normality and we all look forward to a fantastic summer of sport, this was the perfect fit for an on-pack promotion with the brand that every sports lover associates with deliciously tasty fridge essentials that fuel those all-important half-time moments!”

SportsAid CEO Tim Lawler comments, “We’re really excited to be involved in the on-pack promotion with Wall’s Pastry. What a great way to kick off a return to sport and competition after the restrictions of the pandemic. SportsAid is part of the fabric of British sport – recognising and helping an emerging generation of talented young sports people to develop their potential and reach for their personal best. Through this promotion, Wall’s Pastry are creating the opportunity for anyone to play their part in helping the next generation and perhaps win some amazing experiences in the process. Watch out for the promotional packs and get involved!”

The on-pack promotion will be available in leading grocery and convenience stores across the UK, throughout the summer, and the prizes are redeemable by visiting here.

For more information about Wall’s Pastry or the on-pack promotion, please see here.

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Chris Baldwin, Director of Consumer Promotions and Loyalty at Sodexo Engage, details the keys to success when running consumer promotions.

There are hundreds of thousands of brands out there, all fighting for the attention of the same key audience: loyal and dedicated consumers. It’s a tall order to be at the forefront of these customers’ minds 24/7, but many brands have learned that creative, well-timed consumer promotions can certainly help.

There’s one important caveat to remember though: a brand can only run a successful promotion if it has a solid, consistent identity. And it’s easy to see why. It’s much easier to develop a sense of loyalty among consumers if a company has a well-established image and ethos. Just think about the reverse for a second: a brand that’s constantly changing its look and feel will clearly struggle to retain the same audience time and time again.

Know your audience

Building a strong brand is only half the battle when it comes to successful promotions though – companies also need to keep up with their customers’ fast-changing preferences and demands. Today’s consumers are far less predictable than they used to be and now expect much more from the brands they interact with. This combination means that businesses have to work harder than ever before to create promotions that resonate with their target audience.

On top of this, the astronomical rise in social media adds yet another element to the mix. Over the last five years alone, the number of Facebook users worldwide has jumped by a huge 1.14 billion. With this rapid growth comes huge opportunities for brands to develop new kinds of promotions. For example, it’s now easier than ever for customers to enter competitions via social media. This shift not only gives the customer a chance to win a prize that they value, but also encourages them to share the company’s social media content far and wide; a win-win for both sides.

Brands should be careful of going exclusively digital though. There’s still a lot to be said for simple on-pack and money off promotions. It goes back to knowing who the company is trying to target. Older generations are often more likely to go for promotions that offer them a high value reward, but far less chance of winning. By contrast, smartphones have conditioned younger generations to expect immediate gratification, so they’re more likely to go for an easy entry, instant win option.

Know your promotion

Even with all of this knowledge to hand, implementing a successful promotion can still be a tough nut to crack. Consumer behaviour will continue to change and evolve at a rapid pace, so it’s essential to stay on the front foot. By constantly gathering and updating information about their customers, brands can make sure they have the information they need to offer engaging experiences that keep customers coming back for more.

 For their part, brands need to be very clear on the purpose of the promotion itself. Is it to increase customer loyalty, change buying habits or to boost sales? The answer to this question will have a major impact on how the promotion is run. For example, encouraging customers to share their own content via social media may help to boost a brand’s followers, but offering a discount for this activity could influence buying behaviour more directly.

Whatever promotions retailers choose, in today’s market there’s no room for bland and boring. Consumers can be a fickle bunch and lose interest in the blink of an eye. The good news is that brands can keep them engaged by making the whole process quick and easy and by making the vast majority of promotions ‘win-able’ in order to draw the highest amount of attention.

Know the latest trends

The more a brand knows about its target customer, the more it’ll be able to create a promotion that hits all the right notes. Engaged and happy customers click more, buy more and shout louder about a good deal. These are the people who will really sell the promotion and boost the brand – often without even realising it.

In an increasingly digital world, this means exploiting social media and the smartphones that are seemingly glued to every customer’s hands. When people have come to expect instant replies and answers, immediate gratification is an attractive prospect when it comes to promotions too. If a brand knows its customer inside out and makes promotions relevant, engaging and easy to enter, they can’t go too far wrong.

Founded in 1966 by Pierre Bellon, Sodexo is the global leader in services that improve Quality of Life, an essential factor in individual and organisational performance. Operating in 80 countries, we serve 75 million consumers each day through our unique combination of On-site Services, Benefits and Rewards Services and Personal and Home Services.

Part of the Benefits and Rewards division, here in the UK Sodexo Engage specialises in employee and consumer engagement, with over 50 years’ heritage in creating award-winning experiences. From growing employee culture and inspiring success in workplaces, to driving consumer engagement with brands, Sodexo gives businesses the tools to create lasting change through transforming behaviours, engagement and performance in people. They believe in bringing people and business together through creativity and excellent service, with their long-standing mission of improving the quality of life of everyone they work with.

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Travel can help engage consumers by putting unusual and unexpected incentives at the heart of marketing campaigns, says Amy Nield, Head of Prize at Sodexo

The world’s a crowded place, isn’t it?

Think about it. What was your last trip really like? What really stood out for you? It may have been the giant cruise ship that suddenly sailed into town, emptying its hold of minions armed with selfie sticks, cluttering up cafés and restaurants in their wake.

It may have been the daily fight for a sunbed by the pool.

Or it may have been a seemingly endless traffic jam to nowhere. Too much? Well, it seems UK holidaymakers are putting busy touristy destinations behind them and looking closer to home for more bespoke travel experiences. And they’ve got one thing in common: they want a great experience.

We’ve just published a report –  our ‘2018 Sodexo UK Exploring Travel’ e-book – which reveals that promotional marketing expectations are at an all-time high and the competition for consumer attention is fiercer than ever before. It’s up to marketers to deliver on these expectations to create maximum stand out.

If you put experiences at the heart of your campaign, you can engage consumers and truly take your brand places.

In fact, ‘experience’ is driving customer engagement in brand marketing like never before. For this reason, travel promotions can give marketers the edge they need to help their offering stand out in an increasingly noisy and saturated world. But they need to be unique and they need to be immersive.

So how can you beat the crowds and take your consumers on a brand journey they’re unlikely to forget in a hurry?

Unexpected experiences a marketing necessity

According to the British Tourism and Travel Show, not only do “33% of consumers put ‘exploring new places’ as their main motivator for travelling,” but “93% of Destination Marketing Officers consider experiences ‘important’ or ‘vital’ to consumer decisions.”

It’s not enough for UK travellers to want to go to see a new city. They want to book an experience to shout about while they’re there, too.

For marketers who wish to influence behaviour change, it means looking beyond the obvious. If you’re thinking about a standard giveaway that on paper seems reasonable enough, you need to look again.

It’s about doing something different, creating a promotion that reaches the right audience, at the right time, and stopping consumers in their tracks.

If you’re beginning to perspire with anticipation, please don’t fret.

An ‘unexpected’ travel prize incentive doesn’t have to break the bank. Long gone are the days when only a beautiful Caribbean beach would cut the billboard. Today’s holidaymakers are a more varied bunch.

Now it’s all about what you do, not where you do it.

The West Country – but not as you know it

Perhaps it’s down to the fact that many of us have long been accustomed to making the most of cheap no-frills air carriers, but domestic tourism is facing somewhat of a renaissance. ABTA is even reporting that UK demand is set to grow even more this year.

In fact, as Sodexo’s research reveals, “84% of people are considering, planning or have already taken a UK overnight break outside of their home county in 2018.”

Smart marketers can use this thinking to create an affordable and impactful promotional campaign that taps into our love of experiences and a desire to stay closer to home. So, where to next? Now that’s a question.

Our research reveals that while “London may be the number one UK destination for International visitors… it’s the South West of England that ranks highest for domestic tourists (Barclays).” Ah, we can almost smell the pasties.

The off-season is now the on-season, promising quieter towns, villages and roads, along with a less stressful experience for those seeking to get away from it all.

So-called summer destinations such as St Ives boasts indoor cultural treats such as The Tate St Ives; Penzance offers the all year round wild cookery school ‘Fat Hen’ and vibrant arts city Falmouth offers fantastic festivals every month of the year.

UK consumers may love the West Country, but if you can tie your travel prize incentives into latest trends coming from that part of the world, you’ll turn heads more than, say, offering a singular surfing trip in Newquay might do.

And on that note, is now a good time to mention targeting? Think about who you want to impress and you’ll find there’s a whole world of possibilities available.

All about the bragging rights

Whatever it is, it seems consumers are looking for something a bit different. They’re looking at new destinations, perhaps to beat the crowds and find their own way when it comes to holiday planning.

There’s big head-turning kudos for brands who actively engage consumers by helping them to boost those all-important bragging rights.

If you can create the feeling that your promotion is something new, something unheard of, you’ll do well to create maximum stand out.

Our report says ABTA nods to several major cultural anniversaries and events which are set to help cement the UK as the most popular destination [for Brits] overall for holidays in 2018:

• Bristol hosts the 40th anniversary of its world-famous Balloon Fiesta.
• Liverpool will mark 10 years since its successful bid to become European Capital of Culture.
• Several cities including Manchester, Oxford, London and Leeds have gallery take overs and other cultural events to mark the centenary of the Women’s Vote.

By building travel incentives in around events such as these, brands can find ways to tie their marketing ideas in via timely, eye-catching creative and thoughtful messaging.

Five go mad off the beaten track

Here are five more off-the-beaten-track UK travel ideas for weird, wacky and wonderful weekend breaks that may whet even the most seasoned traveller’s appetite and won’t burn the promotional budget – but don’t try them all at once, kids:

• Cheese Rolling in Gloucestershire

Who wouldn’t want to chase a rolling cheese wheel down a hill for a laugh? Well, maybe not all of us, but adrenaline junkies will love it. And for spectators, the event is guaranteed to be a memorable one. Just imagine the cheesy craic in the local taverns and inns afterwards.

• Oyster Festival in Whitstable

A foodie break to the seaside town of Whitstable is a mouth-watering delight. Throw in a quirky overnight stay in alternative accommodation such as the Fisherman’s Huts, and you’ve got a veritable feast for the senses.

http://www.kentonline.co.uk/whitstable/news/oyster-festival-dates-revealed-157394/

• The Highland Games, Braemar

If you can’t wait for Tokyo 2020, how about the UK’s answer to the Olympics instead? The Highland Games take place every summer – think kilts, cabers and ceilidhs. Add in a trip to a whisky distillery or see where all the action from James Bond’s Skyfall took place.

• The Night Carnival, Glastonbury

Somerset plays host to a wonderful and wacky night carnival every November. Like something out of a picture book, this type of event will seriously capture your audience’s imaginations. Attract customers with a night at nearby hot spot, Babington House, or a hotel and spa in beautiful Bath.

• The Green Man Festival, Brecon

Nothing says fun like a fabulous festival, but with so many out there, it’s important you align your brand with a high-quality, absorbing experience. The Green Man is Times’ columnist Caitlin Moran’s festival of choice and one that boasts something for everyone. Dial up the experience with a bell tent and hot tub and you’ll have instant promotional success.

The best incentive for social media marketing

We could go on. We won’t. The point is, if you take your brand promotion to the lesser known parts of well-loved locations, you’ll not only surprise and inspire your audience, but you’ll start some fantastic conversations – which hopefully will be shared on social media.

Travel incentives, such as an unusual, fun-filled weekend away, are perfect for social media, and your bespoke travel prize draw could be the perfect complement to fast-moving promotional platforms such as Instagram and Pinterest.

Ultimately, wherever you decide to take your consumer campaigns, the ‘experience economy’ is where it’s at. Take it out of the mundane and into the wild, unexpected, authentic and unusual, and you’ll entice customers by the bucket and spadeful.

After all, it’s the road less travelled that’s leading to travel promotion gold. Keep that front of mind and you’ll soon be creating customer engagement that’s well and truly worth the ride.

Amy Nield, Head of Prize at Sodexo. Part of Sodexo Employee and Consumer Engagement, Sodexo’s Neon solutions drive consumers to your brand – and keep them coming back. As consumer engagement specialists, we know how to influence behaviour. From building brand awareness to driving consumer loyalty, our unique mix of expertise means we can transform the way people interact with your brand.

The ‘2018 Sodexo UK Exploring Travel’ report can be downloaded for free from the Sodexo site.

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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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Baby and toddler food brand Kiddylicious has created a new version of its popular online game, Wafer Wipeout, with new graphics, ingredients and prizes. The Candy Crush-style game was originally launched last year to raise awareness of the brand’s range of Wafer products amongst parents of young babies.

Wafer Wipeout challenges players to smash through rows and columns of Wafer packs and ingredients. For a period following the launch of the updated app, those who manage to hit the magic number of 1,000 points in 60 seconds could enter their details for the chance to win a range of prizes, including high chairs, plate sets and weaning kits.

Kiddylicious Wafers are designed to be the ideal first solid food for babies. Each Wafer is the perfect size for little hands to hold, and are crumb-free, which makes them a great weaning snack for little ones. They come in four flavours – strawberry, blueberry, carrot and banana – and contain no allergens, added preservatives or artificial colours.

The agency behind the campaign is Bath-based Ready, specialists in promotional and tactical campaigns for consumer brands.

Ready’s creative director Jake Xu says: “We had brilliant feedback from parents on the original Wafer Wipeout game. So it seemed only natural to give it a makeover and offer a fresh range of great prizes to be won. With several new parents in the Ready office, we know first-hand how great Wafers are during the weaning stage. On that front, we are also working with Kiddylicious on a range of informative content to support parents during the weaning stage. So we’re excited to reveal this very soon.”

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Coca-Cola European Partners is launching a limited edition Coca-Cola zero sugar Cinnamon flavour for Christmas, and an on-pack prize draw across its entire Coca-Cola portfolio offering tickets to Capital Radio’s annual Jingle Bell Ball music event as prizes.

Available in a 1.25l PET pack format, the Coca-Cola zero sugar Cinnamon variant will combine one of Great Britain’s top festive flavours with the sugar-free taste of Coca-Cola zero sugar. The limited-edition festive packs will feature a bespoke red and gold design to highlight the premium new flavour and specialness of the Coca-Cola brand.

As with the other Coca-Cola zero sugar variants – Vanilla, Cherry and Peach – the Cinnamon version will be exempt from the UK’s Soft Drinks Industry Levy (SDIL), commonly knows as the Soft Drinks Tax. Under the tax, companies pay 18p per litre in tax if the drink has five grams of sugar or more per 100ml, or 24p per litre if the drink has 8g of sugar or more per 100ml.

In tandem with the new flavour launch, CCEP will be running an on-pack prize draw offering consumers the chance to win tickets to Capital Radio’s annual Jingle Bell Ball which takes place in December.

The on-pack offer will be running across on-the-go packs of Coca-Cola original taste, Diet Coke and Coca-Cola zero sugar for five weeks from mid-October.

To enter, consumers have to enter a unique code found on promotional packs on the brand’s website, to be entered into a draw to win a pair of tickets every day. There will be 100 pairs of tickets available to be won. According to a link on Coca-Cola GB’s Facebook page, consumers will be able to input their codes from October 15^th 2018.

Coca-Cola sponsored the Jingle Bell Ball in 2013, and from 2015 to date.

Simon Harrison, customer marketing director at Coca-Cola European Partners, says: “We’re confident that with the early arrival of our great tasting Cinnamon variant and Capital’s Jingle Bell Ball on-pack, the festive season will get off to a flying start for our customers. We’ll be back in November with even more activity that will keep Coca-Cola at the centre of Christmas celebrations for both consumers and retailers.”

Coca-Cola European Partners is the world’s largest independent Coca-Cola bottler. CCEP is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Andorra, Belgium, France, Germany, Great Britain, Iceland, Luxemburg, Monaco, Netherlands, Norway, Portugal, Spain and Sweden.

CCEP makes, sells and delivers the following products in GB for TCCC: Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Fanta, Dr Pepper, Sprite, Schweppes, Fuze Tea, HONEST, AdeZ, Abbey Well, glacéau smartwater, Powerade, Oasis and Appletiser. In GB, it also makes, sells or delivers Monster, Relentless and Capri-Sun.

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Air Canada is running a pop-up restaurant serving gourmet versions of Canada’s national dish, Poutine, inspired by a selection of the airline’s destinations, for the second year running.

The ‘Poutinerie by Air Canada’, currently open in London’s Old Spitalfields Market, is offering variants of the dish – which usually consists of chips, curd cheese and gravy – including Hawaiian Loco Moco, Cancun’s Mayan Enchilada and Melbourne’s Prawn Star Chips.

The pop-up features an indoor and a covered outdoor area where visitors can enjoy their dishes with a selection of beer and wine, with destination-inspired music and imagery. There will also be a Virtual Reality (VR) installation allowing people to experience being on board an Air Canada flight. Visitors will also have the chance to win flights to one of the over 200 global destinations the carrier flies to.

The pop-up, created and managed for Air Canada by agency JWT London, runs until Sunday 14^th October. Proceeds from the activity will again support Great Ormond Street Children’s Charity.

Last year’s La Poutinerie activation, in Shoreditch, sold 2,133 meals and reached 47 million people via earned and owned media content, according to JWT.

The activation is part of an integrated campaign showcasing some of Air Canada’s ‘hidden gem’ destinations via Out Of Home, print, radio, video, social and programmatic channels around London.

Air Canada is Canada’s largest domestic and international airline, serving more than 220 airports on six continents and carrying more than 48 million passengers in 2017.

J. Walter Thompson London is a communications agency which offers a range of services including advertising, digital, social media, content, insight, shopper, experiential, employee engagement and partnership marketing. It is part of WPP Group.

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We are seeing a resurgence of on-pack offers, says Paul McGann of marketing agency Brass

From movie downloads to cuddly toys, family holidays to festivals, it seems to me more and more packs have added a ‘Win’, ‘FREE’ or ‘Collect’ message on them. It’s about time!

For years, many food and drink brands have been in a race to the bottom, repeatedly slashing prices to justify a space on shelf and generate any sales growth at all. It wasn’t sustainable and it is increasingly ineffective. In some FMCG categories, over 75% of volume is now sold at a discounted price and shoppers are being trained to only buy when there’s a deal.

Meeting demand for ever lower price points against rising ingredient and production costs means something has to give, and in many cases it’s food quality, or marketing, or both. In doing so, brands sign their own death warrant and fall victims of Project Reset or the latest retailer range rationalisation. Who needs a brand when some own label is perceived to be lower price and better taste?

I think it’s time for brands to fight back. Add value, don’t erode it. Justify your superiority and price premium in the category. Your packaging is one area of shopper marketing activation you can actually control consistently. It is your best salesperson.

Brands can leverage this direct-to-shopper channel with promotional propositions on-pack that really help them stand out in a sea of sameness. Deliver messaging beyond the functional that engages and excites shoppers browsing the fixture. The best on-pack activations mean we throw rational thinking out of the trolley in a desperate attempt to ‘win a Disneyland holiday’ or ‘get tickets to that exclusive gig’.

And they grow sales. Well executed, you can expect sales uplifts in excess of 20%.

In fact on-pack activity can deliver a number of your marketing and sales objectives cost effectively. They help you reinvigorate tired impulse brands. For under a penny a pack, you can attract new buyers and grow household penetration. Build purchase frequency and rate of sale. Secure extra display. Encourage cross sell. Even reward loyalty. They are the perfect communication platform to build a deeper conversation with your shoppers and consumers.

Of course there are plenty of on-pack campaigns that miss the mark. Shoppers are savvy these days and wary of activations offering just a few top prizes with a one in a million chance of winning! Similarly, technology for technology’s sake can sometimes get in the way of a great promotion – be sure your audience will bother to download the App to enter using that clever Augmented Reality experience you spent most of the budget on.

If you are thinking about going on-pack in 2019, here are some things to think about:

1.     Theme – use shopper insight to find the most motivating promotional messages

2.     Awareness – consider the path to purchase, how will a shopper see the activity?

3.     Stand-out, not standard – be creative with the on-pack design to maximise impact

4.     User Experience – make the entry mechanic simple and appealing for the target audience

5.     Reward the many, not the few – think how you can add value for as many shoppers as possible

6.     Amplify – use all your brand channels to bring the activation to life

With many of the big retailers and brands back in growth, I sense optimism slowly returning to the UK grocery market. I hope this observation inspires you to give on-pack activations a go in 2019 and I look forward to seeing you ‘on shelf!’

Paul McGann is Managing Partner at Brass Agency. Brass is a multi-award-winning full-service marketing agency with expertise in strategic thinking and delivery and specialist skills in digital, advertising, design, PR, SEO, media, shopper, consumer insights, brand engagement and promotional marketing. Clients include Coty, Lucozade Ribena Suntory, Perrigo and Burton’s Biscuits. This comment originally appeared on the Brass website.

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Kerry Foods is supporting its Fire & Smoke cooked meats range with a partnership with US NFL team the Jacksonville Jaguars, including a competition to win the star prize of a trip to Florida, plus a VIP experience at a Jacksonville Jaguars game and a behind-the-scenes stadium tour at TIAA Bank Field.

Fire & Smoke will become the Official Meat Partner of the Jaguars and the Jaguars Se7ens Cup, a flag football tournament giving UK participants a chance to compete for an all-expenses paid trip to the Super Bowl.

Fire & Smoke will also have a presence across the Jaguars social channels all year round, while Kerry Foods will be running experiential activity, sampling and digital support for the partnership.

American Football has become one of the most popular sports in the UK and Ireland, driven by the success of the NFL International Series, and now boasts over 13 million fans in this country. Kerry Foods says it has partnered with the Jaguars because they are the only NFL team with a long term commitment to the UK.

Anna Moore, Senior Brand Manager for Kerry Foods’ Meat Portfolio, says: “We’re incredibly excited to be announcing this partnership and with the increasing popularity of American Football in the UK we’re sure this will excite and delight our consumers. As a result, we’re expecting the partnership to be a touchdown performance, resulting in a roaring sales success.”

Hussain Naqi, Senior Vice President International Development for the Jacksonville Jaguars, adds: “We feel proud and privileged to be partnering with such a great UK & Ireland based organisation but also with a brand who shares and understands our southern US values. We are excited to bring that flavour to life through American Football for millions of consumers around the UK and continue to grow our transatlantic efforts through great partnerships.”

To enter the on-pack prize draw, consumers have to buy a promotional pack of Fire & Smoke, go to fireandsmokeflorida.co.uk and provide their personal details plus the receipt.

The winner will receive a seven night stay in Florida for two adults including flights, accommodation, hire car or transfers in Florida, $250 spending money and VIP NFL tickets including a locker room tour and a Jaguars game of choice in Jacksonville during December 2018. Three runners-up will receive prizes of signed team merchandise.

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Foster’s is giving consumers the chance to win a unique trip to “the thirstiest place on earth” – Ayers Rock, Australia – in an on-pack summer promotion in partnership with music and discovery app, Shazam.

Running until August 31st, the on-pack prize draw means Foster’s fans who buy a multipack and ‘Shazam a Can’ could win a variety of items including chill disks, chiller seats and slings, as well as well as the ultimate trip to “the thirstiest place on earth”.

Shoppers just have to scan the Shazam icon on the can with their mobile devices to enter the competition. They will be notified instantly if they have won one of the thousands of instant prizes.

The winner of the trip to Australia will be selected via a prize draw at the end of the campaign.

Foster’s says it is activating its “For the thirsty” platform throughout the summer months to drive penetration at a time when shoppers are looking for crisp, cool refreshment.

Toby Lancaster, Category and Shopper Marketing Director for Heineken, says: “With 52% of beer and cider value sales taking place over key seasonal periods, our on-pack promotion throughout the summer offers a great opportunity for retailers at a time when shoppers are looking for crisp, cool refreshment. Activating on-can means that we that we are able to cover a greater number of our SKUs, incentivising purchases and driving additional sales for retailers over the summer months. We are very much looking forward to revealing the lucky winner at the end of August.”

Foster’s on-pack promotion is available across 4 x 440ml, 10 x 440ml, 12 x 440ml and 18 x 440ml can pack formats and also Foster’s single 440ml and 568ml cans.

Heineken is the UK’s leading pub, cider and beer business. The company owns around 2,900 pubs as part of its Star Pubs & Bars business, and employs almost 2,200 people. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, as well as a range of niche and speciality beers.

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