Princes has launched an integrated marketing campaign, ‘So Good. So Simple’, to support its canned fish and fruit product ranges.

Reaching at least 8.4 million consumers, the initiative will involve a partnership with some of the UK’s largest radio stations, social and digital media, in-store sampling, coupons, a new website with improved user experience and the renewal of the brand’s successful partnership with celebrity dietician Lucy Jones.

The activity has been driven by consumer research and trends showing that shoppers are looking for tasty, easy and nutritious meals. It demonstrates how Princes meets those needs while encouraging them to increase their repertoire of dishes made with canned fish and fruit.

Neil Brownbill, Marketing Director for Princes Limited, says: “We have put an integrated marketing strategy in place to ensure we reach families through engaging content via channels that they most actively consume.”

The campaign will promote Princes Tuna Chunks in Springwater and its range of Tuna Fillers as simple, tasty toppings for jacket potatoes, alongside Princes Mackerel and rice as a quick protein and Omega 3-rich meal solution for busy lives.

Consumers will also be encouraged to try Princes Peaches, Mandarins and Mango with Juice – which are packed from fresh and contribute to one of your recommended five-a-day – as a convenient breakfast with yoghurt.

Brownbill adds: “We are confident that this campaign will provide a valuable boost for the brand and wider category.”

The campaign launched at the end of September and runs until March 2018, the activity builds on the success of the brand’s 2016 marketing initiatives which contributed to increased value sales of more than 12% on the featured lines across Princes Fish and Fruit products.

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British chocolate company Thorntons has launched an interactive chocolate factory to engage consumers during the busy Easter season.

The campaign, which uses CGI animation techniques to demonstrate the inner workings of the chocolate factory, aims to give consumers a taste of how Thorntons lovingly crafts each and every one of its Easter eggs.

“The Ultimate Guide to Easter Eggs” is the brand’s biggest investment yet in content and experiential activity.

Created in response to customer interest in the chocolate factory, the campaign emphasises the brand’s heritage, focusing in particular on the egg-spinning process (Thorntons eggs are spun as one whole, not two halves) and includes bitesize facts about the factory.

A gamification element adds to the experience with consumers challenged to find five Easter eggs within the factory. One winner of the Easter egg hunt will be selected at random on March 27^th 2016 and will enjoy a real-life tour of the Thorntons factory as well as a year’s supply of chocolate.

To celebrate the launch of the interactive chocolate factory, Thorntons invited a selection of influential bloggers to experience the real-life chocolate factory as well as have a go at personalising their own Easter eggs and crafting their own chocolates. The event gained significant traction on social media including Twitter and Instagram.

John Alexander Rowley, search manager at Thorntons, said: “Easter is the second biggest chocolate season of the year and we are delighted to launch this campaign to drive search visibility, increase online brand equity and provide a great overall digital experience to our customers.”

Thorntons worked with Cogent Elliott and CGI specialists Junction Eleven to create and develop the campaign. Thorntons has also put an article on its blog for a behind the scenes look at how the CGI chocolate factory was made.

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PepsiCo has relaunched its #gameready UEFA Champions League promotion across its soft drinks and savoury snacks portfolio, offering football fans the chance to win hourly prizes of UEFA related merchandise plus entry to a draw to win tickets to the UEFA quarter final, semi final and final matches and a grand prize of a VIP trip for two to the Final in Milan.

The on-pack promotion is capitalising on PepsiCo’s sponsorship of the UEFA Champions and will give the brands high visibility with football fans in advance of the start of the Euro 2016 tournament in France on June 10. The UEFA Champions League Final takes place on May 28.

One entrant will win the grand prize package, including travel to Milan for two people, a tour of the city, lunch, evening drinks reception and a shopping trip, plus tickets to the final.

There are another six pairs of tickets for the final to be won, including travel and accommodation. There are then 20 pairs of Semi-Final tickets and 32 pairs of Quarter-Final tickets available.

There are 40,000 hourly prizes to be won, including 22,000 UEFA Champions League branded T-shirts, 10,000 UEFA Champions League branded footballs and 8,000 UEFA Champions League branded sharing crisp bowls.

Consumers can enter up to 24 times a day, but have to have a different unique code from a promotional pack each time they enter. Entry is via the promotional website, www.game-ready.com.

The promotion is currently running in the UK, Republic of Ireland and Germany on PepsiCo’s Walker’s Lay’s and Doritos products. From March 1 2016, it will be rolling out to another 12 European countries and will also be appearing on-pack across Pepsi and Pepsi Max  products.

PepsiCo first ran a #gameready between September 12 2015 and November 12 2015. That campaign was supposedly the first to be run simultaneously by PepsiCo across its European markets on both food and beverage brands.

Thomas Barkholt, Marketing Director at Walkers, says: “We’re thrilled to be launching our latest #Gameready promotional campaign in conjunction with our UEFA Champions League sponsorship. This football tournament is renowned as one of the most anticipated competitions in the sporting calendar and we’re delighted to be offering match tickets to football fans across Europe, including an exclusive VIP trip to the final – the world’s biggest annual sporting event!”

PepsiCo’s latest on-pack promotion will be supported with a major marketing campaign, including new high-profile TV advertising featuring Britain’s Gary Lineker and football superstar Lionel Messi, strong levels of in-store activities, digital, social media and impactful POS materials. Additionally, the campaign will be supported by stadium branding, interview backdrops and perimeter boards.

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