Manchester-based LateRooms.com has announced a summer partnership with global sports and event brand, Tough Mudder, to bring the “Ultimate Dirty Weekend”.

This will include the ‘world’s first pop-up luxury hotel’ to be constructed near the muddiest Tough Mudder obstacle course in the UK, Cheshire’s Cholmondeley Castle.

The hotel booking site, part of the Malvern Group, has launched the “Ultimate Dirty Weekend” campaign, with the tagline: “It’s never too late to get muddy”.

The central focus of the summer partnership is to get a broader mix of new entrants to take up the challenge of the Tough Mudder 5K – a shorter, more manageable but no less muddy obstacle course.

To kickstart the campaign, LateRooms.com has launched a competition for one ‘mucky winner’ and up to five friends to win a weekend stay at the “Al Fresco Hotel” – a luxury pop-up hotel located minutes from the Cholmondeley Castle Tough Mudder event in Cheshire on 7th and 8th September.

A construction crew and team of experiential specialists will magically transform a private field just minutes from the course ground into a  5-star style hotel & spa pop-up.

The muddy winners will be chauffeur-driven from the course to the LateRooms.com Al Fresco, where they will be greeted by the pop-up hotel’s butler for 24-hours of pure indulgence.

They will check in to the Al Fresco’s real-life hotel reception and be issued with room keys that open the doors to three luxury double barns. The ensuite accommodation includes every comfort a mud-soaked Mudder, pro or newbie, could wish for – hot tub, Egyptian cotton sheets, and even a star gazing window.

The pop-up will also include a specially constructed spa with onsite masseuses and beauticians.

The campaign will also include a social media promotion across all platforms using the hashtag:  #ItsNeverTooLateToGetMuddy.

The concept was incubated in-house by the LateRooms.com marketing and creative team, with CGIs by the award-winning North Made Studio, also based in Manchester.

Katherine Scott, Group Marketing Director at LateRooms.com, said: “We are really excited to be partnering with Tough Mudder. With this Al Fresco Hotel campaign, we want to take the idea of glamping to the max and create a 24-hour pop-up luxury hotel in a field, with as many of the facilities of a real 5-star hotel as possible. As a hotel brand, it is a really fun and imaginative project for the whole team.”

Brittany Bird, Marketing Director Intl of Tough Mudder, added: “After the excitement and thrill of taking on our obstacle course, we know our Tough Mudders new and old all yearn for some R&R. We love that a group of muddy winners will get to experience the ultimate post-event pampering and relaxation.”

Mudder’s can enter the competition here: www.laterooms.com/en/hotel-reservations/tough-mudder-competition

The competition will end on 10th August at midnight.

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Lucozade Sport, the UK’s best-selling sports drink, has unveiled limited-edition packs featuring a new version of its ‘Move More, Win More’ on-pack competition, first run a year ago, offering consumers the chance to win one of 20,000 prizes, ranging from Fitbits to holidays for two.

The on-pack activity will be supported by a £5m Through-the-Line ‘Made to Move’ campaign to inspire consumers to be more active over the summer. Fronted by Lucozade Sport brand ambassadors, boxer Anthony Joshua and footballer Harry Kane (pictured), a combination of TV, proximity, digital and social activity will show the nation that no-one ever moved forwards standing still. The campaign will culminate at point of purchase with bespoke ‘Made to Move’ POS, developed to maximise the opportunity in-store and encourage purchase of the special packs.

To enter the competition, consumers have have an iPhone with Apple Health Kit installed, a smartphone with Google Fit installed; or a smartphone and a FitBit device. They then need to download the Lucozade ‘Made to Move‘ app and sign up for an account. They can then log eligible exercise activities (either walking, running, cycling or swimming), which translate into ‘Exercise Contributions’. Every day they complete an Exercise Contribution entitles them to be entered into that day’s prize draw. If consumers achieve three Exercise Contributions on separate days during a week, then they can enter the weekly draw.

Prizes for daily draws include Fitbit Charge 2 devices, Lucozade Sport drink bottles, vouchers for 500ml bottles of Lucozade Sport, pairs of Tough Mudder tickets, PureGym passes, and Goals sessions. There will be a maximum of 50 daily prizes awarded.

Every week, one entrant will win a bigger prize, which may be a Fitbit Ionic, a trip for two to the British Grand Prix, a trip to Paris to watch the finish of the Tour De France, holidays for two in San Francisco, New York, Florence or Dubai, or fitness weekends in the Peak District.

Lucy Grogut, Lucozade Sport Brand Director at Lucozade Ribena Suntory (LRS), says, “With the biggest event in the football calendar just around the corner, our new limited-edition packs will allow retailers to capitalise on the increased interest in sports drinks this summer. We know Lucozade Sport sales spike by up to 12% during sporting tournaments, so this presents a huge opportunity for our customers. We’ve got 20,000 prizes up for grabs – that’s 100 per day – so we know shoppers are going to be incentivised to pick up even more Lucozade Sport this summer season.”

The on-pack competition will run on all major pack variants from April 23rd until October, with the latest phase of Lucozade Sport’s ‘Made to Move’ ATL campaign kicking off on June 4th. Consumers can enter via the app for the chance to win prizes including Fitbits and holidays for two.

Lucozade ran a similar promotion under the same name a year ago.

Lucozade Ribena Suntory is one of the leading soft drinks businesses in the UK and Ireland. LRS was formed in 2014 and is part of Suntory Beverage & Food Europe. Its soft drinks brands include Lucozade Energy, Lucozade Sport, Fitwater, Ribena, Orangina and True Nopal cactus water.

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Lucozade Ribena Suntory is running an on-pack promo for its Lucozade Sports brand which offers consumers the chance to win more prizes the more active they are, including fitness trackers, gym memberships, tickets to events such as the FA Cup Final, England football matches, the Tour de France, an Adele concert and holidays to Australia, the US and the Middle East.

For every 5,000 steps – or the cycling or swimming equivalent – consumers register using the brand’s Made to Move app, they get one entry into a daily draw with thousands of prizes on offer, including FitBit fitness trackers and annual gym memberships.

The promotion is live now and runs until July 23 2017.

If they qualify for three daily entries in a week, then they get entered into the weekly prize draw, with high value prizes including tickets to the FA Cup Final, tickets to the British Grand Prix, tickets for an Adele concert, a trip to the Tour de France and holidays to Australia, Dubai, Abu Dhabi and San Francisco.

The Made to Move app for the promotion was developed for Lucozade Sport by agency The Big Kick. The app, which is available on the iTunes store and Google Play store, has to be downloaded to an iPhone or an android device which also has Apple Health Kit or Google Fit installed, or which is synced with a FitBit tracker.

One the app is loaded and synced, every 5,000 steps, 17.25 miles cycled or 0.75 miles swum will count as one ‘Exercise Contribution’. Participants can enter up to 10 times a day via the contribution route. They can also get an extra bonus entry by inputting unique codes from Lucozade Sport bottles (only one per day).

If they make three Exercise Contributions in a calendar week, then they get an entry into the weekly draw (maximum of one a week).

The first 20,000 people to download the Lucozade Sport app will also get a one day pass to Pure Gym.

There are 200 prizes to be won every day, including pairs of entries into Tough Mudder events, pairs of tickets for the Virgin Sport Festival of Fitness event, vouchers for pitch time at Goals football centres, vouchers for of membership at Pure Gym and DW Fitness (varying from one month up to a lifetime membership), free Lucozade Sport drink bottles and free Lucozade Sport.

Northern Irish winners can claim alternative prizes for any daily prizes which are not available in Ulster.

The weekly prizes include FA Cup Final tickets for two, Silverstone Grand Prix tickets for two, six tickets to the Adele concert at Wembley on June 29 (seated in the Lucozade Ribena Suntory corporate box), two tickets to the England-Slovakia game in September 2017, two tickets to the England-Slovenia game in October 2017 and a trip to Pairs for two for the Tour de France weekend on July 22-24. All experience prizes include accommodation and a certain amount of spending money.

There are also four holiday prizes for two people to be won – a week in Australia, five nights in San Francisco, three nights in Abu Dhabi and three nights in Dubai, all including various experiences. Prize sourcing and management is being handled by Cloud Nine.

The promotion will run across 50 million bottles in store, with bonus entry code on every bottle.

The promotion is part of Lucozade Sport’s ongoing Made To Move campaign, where Lucozade Sport has pledged to get 1 million people moving more by 2020.

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Haywards, Britain’s best-selling pickled vegetable brand, is set to launch a new campaign to target millennial males. The ‘Lad in Salad’ campaign is digitally led and will demonstrate that pickled vegetables are ideal for livening up a salad.

The campaign has been developed following extensive consumer research by Haywards Pickled Vegetables. The research revealed there is a huge opportunity to be linked to the 1.5 billion salad eating occasions in the UK each year. The research also found that millennial men over-index when it comes to using pickled vegetables and that 71% of people are now eating healthier than ever before – a perfect opportunity for Haywards to capitalise on.

The activity, the first of its kind for the brand, will include sampling, digital advertising, SEO and a social media campaign. As well as encouraging the use of Haywards products in salads, the campaign will build on last year’s re-brand, showcasing the versatility of its products and the Tang-o-meter, a visual on-pack guide to the tanginess of the product. Recipe suggestions have been strategically developed based on SEO data by looking at the most popular search terms around salads.

The campaign also includes a partnership with influential fitness vloggers, The Lean Machines. The Lean Machines’ fitness, food and lifestyle content has had over 15 million views, in which they highlight how staying in shape is easy, simple and fun. Their audience is 71% male, with 85% of the total audience also being under 35, making them the perfect partner for the Haywards campaign. In addition to this, 15 videos will be created for use across Haywards’ web and social media properties, as well as in digital advertising, to highlight how pickled vegetables can be used to liven up salads.

The ‘Lad in Salad’ sampling activity will roll out with sampling in Asda and city centre sampling in locations close to Sainsbury’s. The Haywards team will also be livening up lunch for all of the participants at the Yorkshire Tough Mudder (6/7^th August) and the South West Tough Mudder (20^th/21^st August).

Noa Hasegawa, Haywards Brand Manager at Mizkan Euro, said: “This campaign signals a bold new direction for the brand. Our research showed that there is a huge opportunity to link Haywards to the salad eating occasion. Our campaign aims to inspire a new generation of men to liven up their salads with Haywards pickled vegetables.”

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