Insight & Opinion



August 26th, 2022

August Retail Highlights

August was a relatively quiet month with all the summer travel and holidays. However, we captured some exciting retail promotions from Jägermeister’s ‘Freeze to Win’ promotional bottles to McGuigan Wines offering a sustainable grand prize, and Coca-Cola’s entrance into the meta-verse.

Win £10,000 every week

Example consumer imagery works as a strong visual hook as well as the cash prize.

  • An off-trade promotion requiring consumers to scan codes on promotional packs in participating retailers, take a photo, upload it and enter their details for a chance to win.
  • A weekly draw was held each week, for 6 weeks, where winners won a cash prize of £10,000 each.
  • Strongbow used bold POS across retailers to amplify the promotion.
  • Presumably the consumer content generated will be utilised in future comms.

Win an electric car

Simple, single prize offering is refreshing, but surprising association of alcohol and driving!

  • McGuigan Wines ran FSDUs across several Tesco stores, promoting an instant win offer.
  • Simply reinforced with neck tags.
  • Shoppers were to text the keyword ‘ELECTRIC’ followed by a space, their name and postcode to a given number. Consumers then would receive a link to upload of photo of their receipt.
  • The prize was the winner’s choice of a new electric or hybrid car to the value of £30,000.

Freeze to win

Novel mechanic not only provides for excitement and social sharing, but also serve inspiration.

  • Jägermeister crafted neck pieces for their promotional bottles with a neck flag.
  • Consumers were instructed to freeze their bottle and look out for a unique code, hidden on it to be revealed when it reached an optimum temperature.
  • Once the code is visible, the consumer will be informed on the bottle to visit their promotional site and enter their secret code and contact details for a chance to win.
  • 1,500 prizes were offered, including European festival tickets.

Win a trip of a lifetime

Aspirational imagery on POS achieves good cut-through in-store environment.

  • I Heart Wines promotional communications were designed to emphasize the iconic heart – right down to the QR code.
  • Consumers were required to scan the QR code to visit the brand site and complete their details for a chance to win a holiday themed prize.
  • The grand prize was a holiday of a lifetime, to the value of £8,000 including meals, drinks, excursions, attractions, treatments and car hire.
  • Runners up prizes included 3 x spa days for 2 people, 3 x wine for a year, 30 x spirits for a year, 40 x branded totes & prosecco and 125 x bottles of I heart Gin.

‘One day to dance’

Simple occasion-related, aspirational prize offering to guarantee appeal.

  • Social media users were invited to follow, like, share and mention a friend in the comments, on the post, for a chance to win 2 Saturday tickets for The Big Festival. The festival in the Cotswolds is packed with family entertainment.
  • This was run on Instagram, supported by paid promotions to appear on Instagram stories. [when scrolling across]

‘Dream World’

Raising the bar for brands to provide digitally Immersive experiences.

  • The limited edition drink was created to ‘explore the realms of the surreal, the imaginary, and the otherworldly’.
  • To create a Dreamworld experience, Coca-Cola took consumers into a 3D virtual AR music experience, where they could unlock games and see avatar DJs spinning tracks’.
  • This was accessed simply via a QR code on the promotional cans and bottles.
  • Coca-Cola also partnered with DressX, a digital fashion store to create dream world – inspired outfits to wear in the meta-verse.

Masterclass with nation players

With recent months of international sport, the consumer incentive provided a strong and relevant hook.

  • M&S launched a collaboration for its Sparks reward programme with national teams, to help encourage sign-ups and healthy eating.
  • Shoppers were invited to register the details and nominate their preferred local school or football club to be given the chance to win prizes.
  • The grand prize for the nominated school or club was a training masterclass with their a favourite player from either the men’s or women’s teams from England, Scotland, Wales or Northern Ireland.
  • Other club prizes included match tickets, kits, equipment, signed merchandise and Eat Well products.

The Luna Cinema

Sweet lunar/moon themed brands tie-up to support a naturally relevant collaboration.

  • Little Moons collaborated with the Luna cinema to offer 150 screenings at more than 40 UK locations, where anyone can visit their site and purchase as many tickets.
  • As part of the experience, consumers enjoyed food and drink, upgradable seating options including VIP sofas, brand new two-seater double deckchairs and a variety of film genres to choose from.
  • Consumers were also offered the chance to win £100 worth of Luna Cinema vouchers and a month’s supply of Little Moons, simply by sharing their experience – tagging the social media accounts of the two brands.

Happy Readers book tour

An attractive and newsworthy investment in the brands’ valuable kids market

  • McDonalds is running a book tour around the UK and Ireland to give children from 16 areas with lower literacy rates, access to books.
  • The bus is touring through August and September, providing a canopy activation space, complete with deck chairs, bean bags and bubble machines.
  • Wrapped in child-friendly stickers and themed with the characters from popular books, the bus provided free books for kids to read.