Ribena has launched a major summer on pack promotion, ‘Pick Your Own Gig’, offering customers in the UK and Republic of Ireland an opportunity to win tickets to a Ticketmaster event of their choice – with runner-up prizes of free music downloads and free bottles of Ribena.

The campaign was created by activation agency tbk and is its first project for the brand.

Pick Your Own Gig builds on Ribena’s musically-distinctive ‘Ribenary/Zoobydoo’ advertising, and aims to use events to build even greater relevance amongst its consumer heartland, 16 – 24 year olds. It also references the brand’s historic advertising, which traditionally emphasises the quality and provenance of the blackcurrants picked for making Ribena.

Featured on more than 20 million bottles, the fully integrated campaign is being supported through digital, Out of Home (OOH) and a national sampling campaign.

The promotion runs until August 31st 2018. The daily prize pool includes a £200 Ticketmaster egift card, two £100 Ticketmaster egift cards, five £50 Ticketmaster egift cards, 2,000 £1 Amazon egift codes and 7,993 Free Ribena 500ml Coupons. Winners will be selected through daily ‘winning moments’ prize draws, and not all prizes will necessarily be won.

Consumers in mainland UK have to buy a promotional pack and then go online to www.ribena.co.uk/win/ and enter the last four digits of the pack barcode and their personal details. There is a ‘No Purchase Necessary’ route for entry in Northern Ireland, while in the Republic of Ireland consumers have to answer a skill-based question to enter.

Ribena Marketing Controller Charlotte Flook says: “Ribena is growing up, and events offered us the perfect platform to engage with our young adult audience”.

Andrew Ryan, Head of Brand and Partnerships at tbk, adds: “Taking Ribena on a journey into the events space gave us great opportunity to contemporise the brand while still acknowledging the brand’s tremendous heritage and tradition through the language of ‘pick your own’.”

tbk is an award winning brand activation agency that works with clients including Lucozade Ribena Suntory, Krispy Kreme, TUI, Carphone Warehouse and Wickes.

The post ‘Pick your Own Gig’ with Ribena this summer appeared first on IPM Bitesize.

Burton’s Biscuit Company has launched its biggest ever promotional marketing campaign for its Fish ‘n’ Chips savoury snack brand, with an on-pack prize promotion with a £1m prize fund.

The ‘Join Our Fans’ campaign, created by Brass Shopper, part of Leeds-based full-service, communications agency Brass, will run for 12 weeks and is being supported by social content, outdoor advertising, in-store activation and PR.

‘Join Our Fans’ offers shoppers the chance to win one of 20,000 £50 Ticketmaster Gift Cards to spend on the event or activity or their choice.  Entry is via codes found on promotional packs. Shoppers will also be entered into a draw to win one of three ultimate fan experiences, where the winners will get to create and tailor their own perfect fan experience prize up to the value of £2,500.

The campaign went live in April and will be on shelves until the end June 2017.

Paul McGann, Managing Partner at Brass, says: “In a hugely competitive category, ‘Join Our Fans’ has huge standout; building on the brand’s quirky tone of voice and loyal following, adding value and engaging a wider range of shoppers.”

In addition to creating and delivering the on-pack promotion, Brass also created and executed all key campaign elements including the supporting campaign microsite, www.joinourfans.com, where shoppers can enter the promotion and upload their own fan stories.  Brass will also be managing the social creative content for the 12-week campaign period.

Sital Parmar, Senior Marketing Manager at Burtons Biscuit Company, comments: “These are exciting times for the Fish ‘n’ Chips brand as we look to continue to build on the phenomenal growth we’ve seen since our re-introduction in 2014. We’re confident ‘Join our Fans’ will drive rate of sale for retailers, reward our existing fans and drive household penetration.”

Burton’s Biscuit Company is a leading branded and own-label supplier of quality biscuits and snacks and one of the largest biscuit suppliers in the UK.  It owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers, Wagon Wheels and Fish ‘n’ Chips.

Brass Shopper is part of Brass, a full-service, communications agency based in Leeds with clients including ASDA, Kellogg’s, Ribena, Costcutter and Aunt Bessie’s.

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