Now that we’ve all settled nicely into 2018, we thought it was time to take a look back at our favourite sales promotions from 2017. This time, we’ve looked across the water to the UK to choose the top five sales promotions that grabbed our attention last year. Here are five of our favourites:
Tyrrells – Win a Mini
Tyrrells, the premium hand-cooked crisp brand, ran a smashing on-pack promo last summer offering consumers the chance to ‘Win a Mini’. Running across selected Tyrrells packs, three lucky winners could win a Mini Countryman or Mini Cabriolet, whilst 1000 winners received £250 worth of Joules vouchers. Runners up were rewarded with delicious Tyrrells products.
The promotion featured on pack on 11 million packs and consumers entered via the Tyrrells website, using a unique code obtained from the back of selected packs, where they can find out immediately if they have won.
The prizes were bang on for the Tyrrells brand and the execution on-pack was really well done.
Hilltop Honey – Goodbye Christopher Robin Movie Partnership
We love a good movie partnership here at Brandfire and here was one that was a match made in heaven. To celebrate the release of the new film Goodbye Christopher Robin, Hilltop Honey launched an on-pack promotion offering consumers the chance to win a luxury escape to the real ‘Hundred Acre Woods’ in Ashdown Forest.
The promotion ran across each jar and bottle of Hilltop Honey sold in supermarkets across the UK from September to November. Customers were directed to the Hilltop Honey website to enter the competition.
The film gives a rare glimpse into the relationship between beloved children’s author A. A. Milne and his son Christopher Robin whose toys inspired the magical world of Winnie-the-Pooh. A. A. Milne’s beloved stories are synonymous with a love of honey and so Hilltop Honey with their range of British, award-winning premium honeys was a natural fit. Simple and beautifully executed.
Lucozade – Find Your Flow
This was the promotion that kept us all chatting over the water cooler during a hot week in May. London commuters heading via Oxford Circus could nab themselves a free journey on the Underground, thanks to a promotion by Lucozade.
Limited edition Lucozade Energy bottles were distributed at Oxford Circus over four days, which contain a contactless chip to provide commuters with a free trip on London's underground, all part of Lucozade Energy’s campaign to help commuters ‘find their flow’. The limited edition bottles were distributed during rush hour, or 'whoosh hour', as the brand calls it!
Crabbies – Rugby Rewards
Ginger beer brand Crabbie’s launched a rugby rewards on-pack promotion, to coincide with the start of the new Rugby Union season.
The promotion offers consumers the chance to win prizes from a weekly prize draw, as well as supporting their local rugby club by donating points, which can be exchanged for rugby equipment. Prizes included an LG TV, Fitbits, Soundbars and branded Crabbie’s products. Consumers need to enter a code found on limited-edition promotional packs on the Crabbie’s promotional website.
This is a clever on-pack promotion and by running it over the duration of the season not only increases sales by offering a point of difference on shelves but also maximises opportunities for repeat purchases with the weekly prize draw.
Marigold – 70th Anniversary Free Gift
2017 marked the 70th anniversary of the iconic rubber gloves brand Marigold and to celebrate, they launched their first ever national on-pack promotion, offering a free gift with every promotional pack.
Every shopper who purchased a pack of Marigold gloves received a gift. To redeem the gift, they needed to visit the promotional site and enter a unique code from the pink promotional sticker on-pack. Gifts on offer includes five spa days for two, 1,000 manicures, 43,000 Nails Inc nail polishes and just under two million beauty discount cards.
Marigold has also commissioned a social historian to look at how cleaning has evolved since 1947 as part of the campaign. Really nice!
These are just a small selection of some of our favourites but might give you some inspiration for making your next sales promotions successful. If we’ve missed any of yours, let us know!