Nature Valley, the official snack bar of the Lawn Tennis Association (LTA), is bringing back its ‘The Court is Yours’ campaign for the second year running, and has signed up Great Britain Davis Cup captain Leon Smith to front the activity alongside last year’s brand ambassador, British no. 1 Johanna Konta.

The campaign, put together by creative marketing agency Space, calls on the British public to pick up a racket and get playing. Designed to encourage people of all ages and abilities to get out and play tennis this summer, it follows last year’s successful campaign which resulted in Nature Valley becoming the No. 1 protein bar brand, and the fastest growing. This year’s campaign will focus on supporting 150,000 people to get out in nature and play tennis, proactively demonstrating how you can play wherever and whenever.

Johanna Konta and Leon Smith will provide inspiration and share their top tennis tips, encouraging people to make their own court wherever they are, with whatever they have at hand, such as using a bench as a net to make a court space between two trees.

The campaign is aiming for a reach of over 500m, tripling last year’s results through an integrated approach across shopper, digital, social and PR.

To bolster its grassroots credentials and get more people playing at tennis venues as well as on improvised courts, for the first time Nature Valley is also supporting the LTA’s Great British Tennis Weekend on July 21-22, a country-wide initiative to help tennis clubs and venues attract people from the local community to come and try their local tennis facilities and have a go at the sport.

In partnership with four clubs in Eastbourne, Birmingham, Nottingham and South West London, the weekend of play aims to make tennis more accessible for families across the country, encouraging them to visit their local courts and have fun with tennis. The clubs will be holding a range of free activities to demonstrate the many ways to get into tennis, from mini tennis for youngsters, opportunities for families to play together, and showcasing fitness sessions such as Cardio Tennis. The Nature Valley activity at the London club will also welcome Johanna to the event, where she will play with members of the public and share her top tips.

To further support tennis in British, tennis fans will be able to keep their energy levels up by trying a variety of Nature Valley bars with more than 50,000 bars given away during the summer.

Arjoon Bose, Marketing Head UK & Northern Europe for Häagen-Dazs, Nature Valley and Fibre One, says: “Our ambition is for everyone in Britain to include a Nature Valley bar in their tennis kit bag. We are excited about continuing our journey with British Tennis by working with both our ambassadors and helping make tennis more accessible to people across the country. We want to demonstrate the power of sport to connect with our audience and show that tennis can be enjoyed by everyone, anywhere.”

Last year’s campaign (which won Gold in the Most Effective Sponsorship category at the IPM Awards 2018 last week) saw total brand sales grow +19% on the previous year, and generated the brand’s highest ever penetration at 15.2% – contributing 70% of total segment growth in the category. It generated a 76% lift in sales for Nature Valley’s protein line, resulting in record share and penetration.

This year’s campaign will also include bespoke initiatives with Tesco and Sainsbury’s, giving shoppers the chance to win equipment and skills such as a coaching session, tennis kit signed by Johanna Konta and professional Babolat rackets and balls. The British no. 1 will also appear in person at supermarkets in Birmingham, Eastbourne and Nottingham.

David Atkinson, Managing Partner at Space, adds: “The Court is Yours is an inspirational campaign with a true purpose. It’s a long-term and powerful platform designed to create real change for good that we can evolve year on year to align with Nature Valley’s ambitions to encourage more people to get involved with the sport by providing inspiration and practical support.”

Newly-signed brand ambassador Leon Smith has been the Great Britain Davis Cup captain since 2010, leading the team to Davis Cup victory in 2015. He coached Andy Murray during his early years and has been devoted to developing and growing the new generation of British tennis talent in his Davis Cup capacity.

Nature Valley is owned by international food group General Mills. In the UK, Nature Valley is the #1 cereal bar brand and is a major partner of British Tennis as title sponsor of the prestigious ATP and WTA grass-court tournaments of the LTA at the Nature Valley Open (Nottingham), the Nature Valley Classic (Birmingham) and the Nature Valley International (Eastbourne) with British #1 Johanna Konta as its brand ambassador. Nature Valley is also an official global partner of the season-ending ATP World Tour Finals at London O2.

The Lawn Tennis Association (LTA) is the National Governing Body for tennis in Great Britain, responsible for developing and promoting the sport, with a mission to get more people playing tennis more often. The LTA runs and supports a network of 11,500 approved tournaments for players of all ages, the corner-stones of which are the premier grass court events leading up to Wimbledon: the Nature Valley Open at Nottingham, the Nature Valley Classic at Birmingham, the Fever-Tree Championships at Queens Club and the Nature Valley International Eastbourne.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC.

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Cadbury and Merlin Entertainments’ partnership, offering consumers free tickets for memorable days out during summer, is set to continue for a third year running.

Launching on May 1^st and running through the summer to September, Cadbury promotional chocolate bags will offer a free ticket with every purchase of a full priced adult ticket to top UK attractions including Legoland Windsor Resort, Thorpe Park Resort, Chessington World of Adventures Resort and Sea Life centres.

The on-pack voucher entitles the holder to one free entry with one full paying adult at the attraction gate.

The promotion will be supported by a £1m marketing spend, including Out-Of-Home (OOH) and digital activity that will reach 80% of all adults, and should help drive further category growth in the chocolate bags segment.

The 2017 activity, which was extended to 32 pack variants, helped drive chocolate bag sales during the summer months, delivering a penetration growth of +3.7 percentage points with purchase frequency increasing to 2.7.

Chris Campbell, Brand Manager for Cadbury chocolate bags, says: “In partnership with Merlin Entertainments, we’re helping parents to spend quality time with their families during the holiday season with an instant saving. For 2018 we are making three million new more packs available to consumers – so there are even more opportunities for families to take advantage of the offer.”

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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Cadbury is launching a new promotion, as part of its successful partnership with the Premier League, which offers consumers the chance to compete in a 5-a-side football tournament with five football stars; Thierry Henry, Jamie Redknapp, Shay Given, Jimmy Bullard and Alex Scott.

Running from April 30th until June 30th 2018, the competition offer 13 prize packages, which include entry for a team of six (the winner plus five friends) into a 5-a-side football tournament at Powerleague, Wembley, with the stars. Before matches start, competition winners will have the chance to mingle with the stars at a meet and greet including a question and answer session and a photo opportunity.

To enter the competition, consumers need to buy one of Cadbury’s singles, including number one selling adult brand Twirl, Wispa, Double Decker, Crunchie or Boost, and enter the barcode found on their pack at www.Cadbury5aside.com.

In addition to the 5-a-side football tournament packages, there is an exclusive promotion for the impulse channel offering 100 cash prizes, ranging up to £1,000.

Impulse channel retailers are also being targeted with a trade promotion. Stores which stock the participating products and display the related POS material and where winning packs are purchased will receive the same cash prize as the consumer gets.

Cadbury says previous promotional campaigns based around its Premier League partnership have been extremely successful at growing penetration Year-On-Year in grocery multiples.

The latest competition will be supported by a £1m marketing spend, including an OOH campaign, social media and PR support.

Raphael Capitani, brand manager for Cadbury singles, says: “The Cadbury-Premier League partnership has already proven to be a successful collaboration, due to strong competitions with unique experiences up-for-grabs, and we hope this latest promotion will do the same. Our newest competition offers consumers a money-can’t-buy prize with footballing legends as well as hundreds of cash prizes to help create further excitement and drive sales and frequency in singles. What’s more, the retailer has a chance to win big, too.”

Cadbury kicked off the second phase of its Premier League partnership in January 2018 with two promotions.

One, on Cadbury Dairy Milk, offered the chance to ‘Win a Legend’, which meant an experience day with a Premier League legend (Thierry Henry, Ian Wright, Jamie Redknapp or Michael Owen), plus thousands of instant win prizes, including pairs of match tickets and Cadbury Premier League merchandise, when they bought a ‘legendary’ product from the Cadbury Dairy Milk range.

The second, Finders Keepers, on Cadbury Fingers biscuits, offered the chance to win instant prizes of match tickets, stadium tours, TV sports passes and Cadbury Fingers packs, or the grand prize – presenting the Golden Glove trophy to the goalkeeper who has kept the most clean sheets at the end of the Premier League season, plus a VIP experience for their chosen guests on the day.

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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Kelloggs-owned savoury snack brand Pringles is running a promotion offering consumers the chance to win £300 in free flights to European destinations every hour, by posting pictures of themselves taking a bite of a Pringles chip to social media.

The promotion opens on February 1^st and closes on April 16^th 2018. There will be one winner drawn at random every hour from 11.00am to 7.00pm, with a final ‘mop-up’ draw for entries received after the closing date and before the end of July. There will be 601 prizes awarded in total, consisting of £300 towards a return direct flight to a European destination for one person. Winners will be able to put the £300 towards a more expensive flight and pay the excess, but may be charged a handling fee by the prize management agency working on the promotion.

To enter, UK and Republic of Ireland consumers (aged 18+) have to take a picture of themselves taking a bite of a Pringles chip and then share it via either Facebook (posting it to the Pringles UK Facebook page), Instagram or Twitter. If they use Instagram or Twitter, they have to include the hashtag #PringlesTakeaBite.

Consumers are restricted to entering once per person per day and can only win one prize during the promotion.

Winners will be informed via Direct Message on Facebook, Instagram or Twitter within seven days of the hourly draw taking place. They will then have seven days to respond, or the prize will be re-awarded.

Winners will be notified via Direct Message on Facebook, Instagram or Twitter within 7 days of the hourly window and will be required to provide personal details to progress with prize fulfilment.

There is a No Purchase Necessary entry route for residents of Northern Ireland, while those from the Republic of Ireland whose names are drawn will have to answer a tie-break question correctly in order to be deemed a winner. This is because both Northern Ireland and the ROI have slightly different laws governing prize draws to the UK (and to each other).

Prize management and fulfilment is being handled for Pringles by Cloud Nine Incentives, which is a member of the Institute of Promotional Marketing.

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Global food group Mondelez has launched a UK roadshow to back Oreo’s new ‘Discover Your Flavour’ campaign, promoting the new Choc’o Brownie flavour, as voted for by the public, along with the existing Strawberry Cheesecake, Peanut Butter and Cool Mint cookies.

Experiential agency HeyHuman has designed the Oreo Truck’s bold and colourful new look as well as the sampling team’s vibrant branded jackets and tee-shirts, which are complemented by furniture, bunting and signage that will accompany the truck at each stop around the country. The vehicle features colourful flavoursome splashes and images to represent the different personalities of each flavour.

It will be travelling around the UK for six weeks, beginning on 8^th August 2017 and visiting locations such as the Bristol Balloon Festival, Edinburgh Fringe and Fusion Festival in Liverpool. HeyHuman has designed the truck to draw people in and to encourage them to try out a fun Buzzfeed-style quiz app, conceived by the agency to dial up interest and engagement.

Consumers who answer the five personality-trait questions will get to see which of the Oreo flavours they are most in tune with. People take the quiz on tablets provided by staff at the Oreo Truck and can share the results online. They will then receive a free Oreo truffle in that flavour, a speciality treat produced purely for this campaign, plus a recipe card that allows them to recreate the truffle at home.

Katie Bashford, Senior Brand Manager at Mondelez, comments: “Flavours have personalities of their own, and the tastes you enjoy say something about what and who you are as a person. We wanted to bring that thinking to some of the most popular types of Oreo cookies and get people talking about their personal flavours at the same time. HeyHuman has created an exceptional experiential campaign that will bring tasty and Wonderfilled Oreo truffles to thousands of people around the UK and encourage them to learn their own personal flavour.”

Ben Lock, Business Director at HeyHuman, adds: “Oreo is one of the world’s biggest snacking brands and everyone has their favourite one. We’re bringing flavour and personality together and ensuring people around the country have the chance to try, share and discover. Quite simply HeyHuman has created a Wonderfilled, shareable experience to help people discover their Oreo flavours.”

HeyHuman is an integrated independent creative agency of just under 100 people with a focus on building ‘Human Brands’ through its specialisms in brand, content, social and experiential. Current clients include: Sony Xperia, Unilever, Dove, Guinness, Slimfast, Mondelez and P&G Tips.

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