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May 31st, 2024

May Retail Highlights

Summer is definitely here, with brands offering consumers the chance to win tickets to big name music festivals and dream holidays. Also featured are some great activations, including treasure hunts and on-trade initiatives to encourage open conversations.

KP Snacks Pitch in

”KP snacks and The Hundred have hit it for 6! A great example of how a brand can promote themselves through partnership, while working toward their 'People & Planet responsible business programme' by continuing to provide equipment and install community pitches to help encourage a healthier lifestyle. Well backed up with some great prizes in an on-pack promotion." - F&BM View

KP Snacks continues its partnership with The Hundred through a new on-pack promotion; offering consumers the chance to win £10,000, as well as daily cash and cricket prizes.

  • The promotion supports its ‘Everyone In’ campaign to encourage families to get involved in cricket for a healthier lifestyle
  • KP Snacks has committed to install community cricket pitches across the country to make cricket more accessible
  • The promotion runs until mid-August on packs of KP Snack brands and features on The Hundred team shirts

Flaming Hot Trend

”The striking and consistent purple POS displays are sure to attract attention. Additionally, the playful 'Not Extra Flamin' Hot Milk' prank for April Fools' Day added a clever and engaging twist to the campaign, enhancing its overall appeal and memorability. Hot stuff!” - F&BM View

PepsiCo brings a hot and spicy promotion that highlights the rise in demand for spicy snacks and capitalises on the trend with their "Extra Flamin' Hot" range.

  • Research states 51% of consumers love spicy food with the UK ranking second highest in Europe
  • The Extra Flamin’ Hot range is available across familiar favourites, Doritos, Walkers MAX and Wotsits Crunchy 
  • The launch is supported by TV, social and digital marketing as well as on-pack, and with interactive POS large store front takeovers and branded fire truck

VK Cash in on Holiday Vibe

”Hard to miss this vibrant summer campaign in store, a brilliant partnership which connects perfectly to the brands demographic!” - F&BM View

In a bid to capture the attention of 18-30s across the UK; VK drinks partnered with VIBE by Jet2Holidays, to launch a campaign offering 100,000 discount vouchers on promotional packs.

  • Every promotional pack includes a £65 holiday voucher to be used through VIBE by Jet2Holidays
  • Consumers can also enter a free online prize draw to win a 7-night holiday to Ibiza, Majorca or Greece
  • The campaign will be supported by a series of giveaways on VK’s social media channels, offering summer and ultimate party essentials including, branded bucket hats, pool rings and reusable water bottles

Sip and Save Our Seas

”This campaign successfully raises awareness for a great cause and the limited-edition bottle and supporting creative are striking. The vibrant nautical colours really pop at the shelf edge and the chance to win a hamper adds richness.” - F&BM View

Plymouth Gin is making a splash with their new initiative. Partnering with the Ocean Conservation Trust, to launch a limited-edition, seagrass inspired sustainable bottle.

  • £1 from every limited-edition bottle sold is donated directly to the Ocean Conservation Trust's seagrass conservation efforts
  • The campaign aims to raise awareness about the UK's vanishing seagrass meadows, the fastest disappearing habitat in the UK
  • Additionally, for every G&T sold at Young's pubs, 50p will be donated to the Ocean Conservation Trust

A Sporting Chance

Making some noise for team GB

Old El Paso launches a campaign to celebrate its partnership with Team GB for the Paris 2024 Olympic Games. Tom Dean, Bethany Shriever, Jack Laugher, and Emily Campbell feature as the brand’s ‘home team heroes’ celebrating the different flavours individuals bring to the table.


Live every moment with Peroni

Peroni offers a scan to enter promotion in store and on social media; offering consumers and followers the chance ‘Live every moment’ and win 2 tickets to BST Festival.

VIP Box tickets!

Heineken’s in store promotion offers consumers the chance to win VIP box tickets to UEFA Champions League final. Fans can win by predicting the exact timing and number of goals scored in upcoming matches.

Call to Action!

”Such a fun and unique idea to get the public involved and push them out their comfort zone. Offering a special tasting for the chance to try the product while creating a memorable experience for consumers which will help boost sales, educate and encourage positive opinions of Buffalo Trace as a brand and its portfolio.” - F&BM View

To promote the opening of Buffalo Trace Distillery London, a pop-up experience was created in Covent Garden; featuring a classic UK phone box transformed into a green and buffalo-motif branded activation.

  • Passersby were challenged to answer the unexpected call and those brave enough were invited to a special pre-opening tasting at the new distillery
  • A survey highlighted that Brits dislike unexpected phone calls, 31% of people panicking when it rings and 50% won’t answer at all
  • However, 23% of people who have recently answered an unexpected call, said it led to something good

Dolmio Answer Dinner Dilemma

”With consumers increasingly busy yet striving to eat healthier, Dolmio is well-positioned to address the daily dinner dilemma. A broader nationwide rollout to key locations would enhance visibility, as demand for convenient meal solutions extends beyond Sandbach Services on the M6 and London!” - F&BM View

Dolmio launched their first drive-thru in Cheshire, offering ready-to-cook meals to combat ‘Brits spending an average of 37 hours a year deciding what to have for dinner’.

  • The campaign aims to help solve dinner-time issues such as a lack of inspiration, ingredient confusion, busy schedules or fussy family members. 
  • The ready-to-cook meals include all the ingredients needed to dish up quick and delicious dinners, using the brand’s best-selling products and with 95% vegetables, giving consumers one of their 5-a-day with every portion
  • A London pop-up with "Dolmio Dinner Collection Points" will follow later in May

‘Open Up’ CALM Campaign

”Crisps and a pint is the perfect invitation to open-up with friends and loved ones. Really great eye-catching initiative to start conversations, even difficult ones.” - F&BM View

Beavertown Brewery has joined forces with suicide prevention charity Campaign Against Living Miserably (CALM) to launch “Open Up”, limited-edition crisps. The packet features emotive questions inside and aims to encourage open conversations.

  • FOC packs were distributed over 260 participating Young’s / independent pubs across the UK during April
  • British actor Tom Davis supported the cause, stating “We often shy away from getting deep and opening up with our loved ones about what’s going on in our lives, masking it with comedy — something I’ve done many times.”

Find Wingman. Win Wingman.

”Lovely little treasure hunt from BrewDog to drive consumers into their venues, and raise awareness of their latest product. With only 19 figurines to be found, those lucky enough to track one down will face some juicy odds of winning the year's supply of beer!” - F&BM View

For one day only, on the 19th May, Wingman figurines were hiding in selected BrewDog bars across the UK.

  • If found, consumers can claim one free pint of Wingman Session IPA from any BrewDog bar
  • Additionally, the eagle-eyed consumers’ name will be entered into a free prize draw to win a year's supply of Wingman for them and a mate
  • This limited time offer was promoted via BrewDog social media channels

Making a Splash

”Cîroc is elevating its brand identity through colour and shape, from bottle to 3D displays. The bold yellow tunnel with the walkway makes selecting Cîroc an experience that feels 'exclusive', greater influencing choice.” - F&BM View

Cîroc is making a splash in the wholesale market with a strategic takeover campaign.

  • The brand is pushing its diverse range of flavours, enticing wholesalers to stock their shelves with a variety that caters to all tastes
  • Cîroc is also highlighting their RTD options, with call-to-action messages such as "Stock this season's must-haves" and "Escape with Flavors"
  • By creating dedicated varietal displays the brand aims to stand out and capture customer attention

Corking Competition

”Majestic are celebrating the anniversary edition of 'the guv'nor' with a tried and tested 'find the cork' mechanic. I particularly like that this is available to consumers both online and in store, so nobody misses out on the chance to win the grand prize.” - F&BM View

To celebrate The Guv'nor VIP's first anniversary, the brand launched its anniversary limited edition, giving one lucky person a chance to win a trip to Madrid.

  • 1 lucky consumer will win by finding a unique printed cork hidden in one of the bottles
  • The promotional bottles will be sold in Majestic Wine stores as well as online, running until the 16th October
  • The prize trip includes; flights from a major UK airport, transfers, 2-night accommodation with a meal, sightseeing tour with a private guide and £400 spending money

Crisp-Croc Combo

”The Crisp-Croc campaign playfully highlights the customisable nature of Gen Z's favourite sandal, merging fashion with an edible twist. I particularly like that the brand acknowledges the novelty behind its style and has embraced it, reeling the consumer in to get their footwear of the summer and try an exclusive Pringles flavour too.” - F&BM View

This might just be the most unexpected partnership of the year, as Crocs and Pringles team up to create ‘Pringles x Crocs Collection’.

  • TikTok influencer and fashionista, Chris Olsen, has been flaunting the new footwear
  • The collection includes the Pringles x Crocs Classic Crush Boot, a boot with a stacked crisp heel and custom Pringles can holster for hands-free snacking!
  • Consumers in the US who purchase a pair of boots early will receive an exclusive Pringles Croc-Tail Party flavour, watermelon-chili lime

Sex Positivity Hits the Streets

”This witty campaign certainly catches the eye and demands attention while cleverly navigating advertising restrictions. Using humour and everyday objects, LoveHoney push the boundaries; nudging people towards safer and more pleasurable options. It's playful approach sparks conversation; breaking down the walls to make sex a more approachable topic.” - F&BM View

LoveHoney’s “Not a sex toy” campaign uses humour to address the restrictions on advertising sex toys with cheeky and eye-catching billboards across the UK.

  • The executions feature everyday household objects, labelled with the tagline “You deserve better” 
  • While promoting safe sex, healthy habits and normalising conversations about sex, they also aim to push the boundaries in creating memorable ads
  • It comes after a previous campaign which referenced popular sex positions during the Crufts Dog Show

Relating to Difficult Dating

”Bumble revitalizes UK dating with engaging renaissance painting memes and a bold Instagram reset. The "Opening Moves" feature empowers women by letting them set conversation starters, reducing pressure and enhancing interactions. These changes aim to make online dating more entertaining, efficient, and enjoyable for UK singles.” - F&BM View

Bumble is shaking things up for UK singles who are fed up with the same old dating routine. Its new campaign aims to make online dating less tiring and more efficient.

  • The campaign was kicked off with Bumble mysteriously deleting every post on its Instagram account and uploading a series of renaissance paintings, transformed into relatable memes about dating
  • Amongst a host of changes, the updated app also introduces an "Opening Moves" feature, allowing women to set conversation starters for potential matches.

60 Years of Smiles

”Nutella are certainly bringing smiles as they celebrate their anniversary. With a range of physical jars in stores and the ability to send personalised digital ones to those who make you smile. By tying it in with a 'win' promotion for exclusive branded merch this campaign will certainly drive consumer engagement with the brand.” - F&BM View

Nutella is spreading smiles for their 60th anniversary by launching unique, personalised virtual jars that can be downloaded and sent to a recipient of your choice. 

  • Visitors can choose from 20 characters such as ‘The Superhero’ or ‘The Party Starter’, then personalise the hair, eyes, glasses, colour before selecting a smile-worthy message to go along with the jar
  • The promotion also features a chance to win 1 of 100 limited edition Nutella jackets
  • The promotion runs until the 20th June 2024