The Competition and Markets Authority (CMA) has released findings that confirm loyalty-priced promotions at major supermarkets offer genuine savings to shoppers, providing reassurance amidst ongoing cost-of-living pressures. After conducting a comprehensive investigation into the pricing practices of five leading UK supermarkets—Tesco, Sainsbury’s, Waitrose, Co-op, and Morrisons—the CMA found little evidence of inflated ‘usual’ prices used to exaggerate loyalty discounts.

Genuine Savings Backed by Rigorous Analysis

The CMA analysed approximately 50,000 grocery products featured in loyalty price promotions and concluded that 92% of these items offered a legitimate saving against their usual prices within the same store. On average, shoppers can benefit from a 17-25% discount when purchasing loyalty-priced products.

George Lusty, Interim Executive Director of Consumer Protection at the CMA, said:

“We know many people don’t trust loyalty card prices, which is why we did a deep dive to get to the bottom of whether supermarkets were treating shoppers fairly. After analysing tens of thousands of products, we found that almost all the loyalty prices reviewed offered genuine savings against the usual price – a fact we hope reassures shoppers throughout the UK.”

However, Lusty highlighted that loyalty prices aren’t always the cheapest option available, stressing the importance of shopping around to maximise savings:

“While these discounts are legitimate, our review has shown that loyalty prices aren’t always the cheapest option, so shopping around is still key. By checking a few shops, you can continue to stretch your hard-earned cash.”

Key Findings from the CMA Review

The CMA’s investigation aimed to address shopper concerns about loyalty pricing, transparency, and accessibility. Key takeaways include:

• Genuine savings: 92% of products analysed offered true discounts against their usual prices.
  
• Average savings: Loyalty-priced products provided savings of 17-25% across the five supermarkets.
  
• Comparison shopping matters: Loyalty prices, while competitive, are not always the lowest available.
  
• Limited impact on shopping habits: While 76% of shoppers said loyalty pricing has not changed where they shop, 24% now compare prices more actively.
  
• Mixed perceptions of fairness: 43% of surveyed consumers felt it was unfair that loyalty members benefit from lower prices, while 55% suspect non-member prices are inflated.
  
• Data concerns minimal: Only 7% of shoppers cited personal data usage as a reason for not joining loyalty schemes.

Accessibility Challenges: Room for Improvement

The CMA also examined the accessibility of loyalty schemes, particularly for groups who may struggle to participate, such as elderly shoppers or those without smartphones. While no breaches of consumer law were identified, the review found that some supermarkets could improve inclusivity by offering offline sign-up options, such as in-store or telephone registration, and by reconsidering age restrictions for membership.

Trust and Transparency: A Positive Step Forward

Importantly, the CMA’s review alleviates concerns around the use of customer data, confirming that supermarkets’ loyalty schemes meet consumer protection standards. Despite lingering perceptions around fairness and pricing strategies, the findings provide much-needed clarity for shoppers, reinforcing that loyalty prices are, for the most part, genuine deals.

What This Means for Shoppers

For consumers, the message is clear: loyalty schemes can deliver meaningful savings, but smart shopping remains essential. By comparing prices across stores and remaining vigilant, shoppers can make the most of their loyalty memberships and stretch their budgets further.

Next Steps for Supermarkets

The CMA’s findings call on supermarkets to:

• Improve accessibility for shoppers without smartphones or under-18s.
  
• Offer alternative sign-up methods, such as offline registration.
  
• Ensure transparency around loyalty pricing and data usage to build greater trust.

As the cost-of-living crisis continues to impact households across the UK, the CMA’s findings serve as a reminder that while loyalty schemes offer real benefits, shoppers must remain proactive in seeking the best value for their money.

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The IPM is thrilled to spotlight Wall’s latest campaign, “Sing It to Win It!“—a fantastic demonstration of how brands can blend creativity, interactivity, and digital marketing to engage consumers.

This campaign builds on creative agency Activation’s earlier work, which first cooked up the “When Hunger Calls, Grab a Wall’s“ tagline. From tradespeople taking on the Wall’s Street Challenge to sausage rolls flying off shelves thanks to freebie giveaways, the tagline has already left its mark. Now, Wall’s is turning up the volume. Now, with ‘Sing It to Win It!’, the UK public is invited to perform their take on this catchy line. Participants can submit their renditions online for a chance to win £5,000, collaborate with a music producer, and have their jingle professionally recorded for a national radio ad airing next spring.

Rolling Out Big Laughs and Bigger Connections!

Wall’s expertly blends user-generated content with influencer partnerships, teaming up with On the Tools for a second year to strengthen its connection to the tradesperson community. By creating relatable, laugh-out-loud content that resonates with this audience, the campaign ensures its messaging hits home where it matters most. Key to driving the campaign’s success are sausage roll-loving influencers, who leverage their platforms to spread the word far and wide. This is further bolstered by Wall’s own social media presence and a targeted digital push on Meta and YouTube.

The campaign flips the script by inviting fans to join the action, turning a tagline into a national singalong. By encouraging people to get creative and have fun, Wall’s isn’t just selling sausage rolls—they’re turning consumers into co-creators and giving them a chance to shape the brand’s story. It’s a bold and playful move that brings Wall’s closer to its audience, turning everyday fans into the stars of the show.

This campaign stands out as a feel-good moment during challenging times. By offering a chance to win a tasty £5,000 prize, Wall’s serves up a tasty treat that will bring smiles and shares along the way. This approach brings the audience closer to the brand, creating a shared experience that’s fun, uplifting, and unifying. Think you’ve got what it takes to be Wall’s next star? Visit grabawalls.co.uk and let your voice be heard!

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The UK government has recently opened a consultation on the future of zero-hour contracts, a decision with potentially far-reaching consequences for many sectors, especially the promotional marketing industry. Many IPM members rely on zero-hour contracts to staff fluctuating campaign demands, providing essential flexibility. For workers—including students, part-timers, and freelancers—these contracts offer the freedom to work across multiple agencies. During this period, it’s crucial to consider how these contracts can meet the needs of both businesses and workers. This article explores the potential implications, offers critical insights, and encourages active participation to collectively shape how these changes are implemented, ensuring they work for everyone—businesses, agencies, and the workers who make our campaigns possible.

What is a Zero-Hour Contract?

Zero-hour contracts are agreements where employers are not obligated to offer a minimum number of working hours, and workers, in turn, are not required to accept the work offered. These contracts provide critical flexibility, particularly for students, parents, freelancers, and those balancing other commitments to work around their schedules, accommodating studies, family responsibilities, or other part-time work. For employers, it provides the ability to quickly adapt to fluctuating business needs without the burden of fixed staffing costs. This type of contract first entered the public debate in 2013, when industries needed a workforce that could adapt quickly to changing demands—particularly in sectors like hospitality, retail, and promotional marketing.

Flexibility vs. Fairness: The Debate

A pro-worker, pro-business economy demands genuine, two-sided flexibility for both employers and employees. The problem to date has been that this flexibility has too often gone one way. Through the Employment Rights Bill, the government aims to fulfil its pledge to end exploitative zero-hour contracts. It is proposed that this type of contract does not offer the worker any form of certainty as to their earnings, making it difficult to apply for credit or a mortgage, to rent a flat, to plan for major events like weddings or holidays. Flexible hours of work can benefit both workers and employers, but without proper safeguards, this flexibility can be one-sided.

A pro-worker, pro-business economy demands genuine, two-sided flexibility for both employers and employees. The problem to date has been that this flexibility has too often gone one way.

Rt Hon Jonathan Reynolds MP, Secretary of State for Business and Trade

Too many people are drawn into a race to the bottom, denied the security they need to raise a family while businesses are unable to retain the workers they need to grow. We’re raising the floor on rights at work to deliver a stronger, fairer and brighter future of work for Britain.

Deputy Prime Minister Angela Rayner

The Impact on Promotional Marketing

Promotional marketing—especially experiential campaigns and live activations—relies heavily on the ability to quickly scale staffing up or down based on client demands, campaign types, and specific locations. Zero-hour contracts have been instrumental in providing the workforce flexibility needed for these unpredictable scenarios, enabling agencies to meet diverse client needs efficiently. The flexibility of zero-hour contracts benefits not only businesses but also workers—many of whom are students, freelancers, or part-time professionals looking for dynamic and short-term opportunities.

Our initial conversations with members have shown that these changes could significantly impact how some businesses operate. Without the option for zero-hour contracts, the promotional marketing industry may struggle to meet client demands and maintain the high level of agility required to succeed in an environment where staffing needs shift rapidly. The banning of such contracts could place significant strain on the workforce and the industry as a whole, potentially leading to decreased employment opportunities and a reduction in the industry’s economic contribution.

IPM General Manager Emma Kirk

Challenges in Implementing Reforms

Agency work is inherently unpredictable, with workers frequently choosing this type of employment precisely for the flexibility it offers, allowing them to fit work around other commitments. However, the proposed reforms—such as guaranteed hours—would not only limit workers’ freedom to choose when to work but also hinder agencies’ ability to respond swiftly to campaign demands. Striking a balance between flexibility and stability is crucial for ensuring the industry can continue to flourish while offering fair conditions for all involved.

A key complexity in the promotional marketing sector is the tripartite relationship between agencies, workers, and end clients. With the proposed reforms, questions arise about who should be responsible for offering guaranteed hours or providing reasonable notice of shifts—should it be the agency, the end hirer, or both?

Why Industry Voices Matter

The Employment Rights Bill presents a pivotal moment for sectors like ours that depend on agile staffing solutions. Now is the time for us to collectively shape how these changes are implemented, ensuring they work for everyone—businesses, agencies, and the workers who make our campaigns possible.

The IPM is actively gathering vital input from across the industry to present a well-rounded response to the government consultation. We need real-life examples, data on economic impact, and ideas for how to protect workers without losing the adaptability that our work demands. Your insights could be the key to ensuring the new measures support our industry.

Join the conversation and help shape the future of work in our industry by completing the feedback form via the link below. The deadline for submissions is Friday, 15th November 2024, at 4 pm.

Click Here To Find Out More and Submit Your Feedback!

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Branston, renowned for bringing families together around the dinner table, is teaming up with Netflix’s animated film That Christmas to embrace the magic of Christmas. This partnership, brought to life by Activation, brings the holiday spirit directly to supermarket shelves, enhancing visibility and deepening the brand’s connection with families during one of the most important retail periods of the year.

With That Christmas set to premiere on 4 December, Branston’s in-store activations will ensure shoppers are immersed in festive joy from the moment they step in-store. Based on Richard Curtis’s beloved children’s books, the film weaves together tales of love, family, and holiday mishaps, celebrating the timeless spirit of togetherness that makes Christmas so special.

“Bringing That Christmas into the retail space allows us to connect with families in a festive, meaningful way. By integrating the film’s spirit into our promotions, we’re blending Branston’s warmth with the joy of the holiday season.”

Claire Steward, Account Director, Activation

The key objective of this campaign is to boost visibility and drive purchases during this crucial period for Branston. Launching exclusively at Sainsbury’s, the first activation features striking snow-capped point-of-sale displays and strategically placed floor stickers, guiding shoppers directly to Branston’s shelves. Shoppers can also take part in the “Win a Christmas to Remember” promotion through the Nectar loyalty program, encouraging both trial and acquisition with the incentive of a high-value reward.

This collaboration between Branston and That Christmas unites two brands with a shared focus on bringing families together. By aligning their messaging with the warmth and nostalgia of festive celebrations, both reinforce their roles as key ingredients for family gatherings.

As the season progresses, more activations will follow, including the launch of limited-edition jars, designed to elevate the in-store experience and drive excitement. Find out more about Branston and That Christmas on the Branston website.

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The stars of promotional marketing shine brightly at the IPM Awards 2024—where for over 50 years we have recognised and celebrated teams that push boundaries and elevate industry standards. This year’s winners have set a new benchmark for creativity, innovation, and impact. After careful judging across categories—covering everything from brand activations and immersive experiences to partnerships, loyalty, and incentives—the Gold, Silver, and Bronze awards reflect the depth of talent driving the industry forward. Standout campaigns across food, beverage, sports, and entertainment continue to raise the bar across diverse environments. While the highly anticipated Grand Prix and Agency of the Year awards, keeping everyone on the edge of their seats. Congratulations to all finalists and winners for shaping the future of the industry. Explore the full list of winners here and relive the unforgettable moments of the IPM Awards 2024.

Setting the Gold Standard

The IPM Awards 2024 opened with a heartfelt welcome from Emma Kirk, General Manager of the IPM, who highlighted the strides made in fostering a more connected and robust marketing community. Held at the NOBU Hotel in Portman Square, the ceremony was lively thanks to comedian Tom Allen, while Lord Black of Brentwood, President of the IPM, delivered a keynote speech that added gravitas to the event. Lord Black reflected on the dynamism, emery, and rapidly evolving nature of the marketing landscape, addressing the challenges and opportunities ahead for the industry amidst technological disruption and evolving regulations. His words set the tone for a celebration of campaigns that exemplify the gold standard of promotional marketing in the United Kingdom.

Brand Experience takes centre stage, with N2O claiming Gold for the immersive “Tesco Christmas Grotto,” followed by another Gold in Travel, Leisure, and Tourism for their “P&O Cruises” campaign. In the same category, tpf earned Bronze for their playful “Universal Parks & Resorts x The Grinch” activation, while 83 Agency secured Silver for their cultural narrative in “The Kingdom: Where It All Begins.” Among other experiential winners, TRO was recognised for their nostalgic “Goodwood Revival 2023 for MINI Cooper,” and Blackjack Promotions impressed at the point of purchase with their “World Duty Free & Nestlé Treasure Hunt.” In Brand Partnerships, Cat Among The Pigeons took Gold for “Trek x Decathlon Everybody Active,” while their “Horlicks Find Your Happy Place” campaign also performed strongly. Over in Entertainment and Sport, The Leith Agency captured both Gold and Silver, standing out with culturally relevant and successful product launches for Motherwell FC and The Macallan.

TLC Worldwide earned Gold in Loyalty for their ‘YouTube High Five Program,’ while Mando also took home Gold in Incentive, Prize, and Loyalty for their outstanding Sky Cinema campaign, further raising the bar in loyalty execution. Cloud Nine Incentives were recognised for their Adidas Terrex Intersport 2024 campaign, which set a high standard in loyalty programme execution. While Hashting showcased their excellence in Promotional Marketing Services for their “Beavertown Lazer Crush X Digital Drive to Store” campaign, which demonstrated the power of digital engagement. The Positive Impact category honoured Together Agency with Gold for “Charlie is in Control”, which tackled drug-related violence through behaviour change in collaboration with Leicestershire Police.

One of the afternoon’s most emotional moments came with the presentation of the Bob Suppiah Award, a new award given annually to an IPM member organisation that has demonstrated an exceptional dedication to the industry. The award celebrates organisations that embody the core IPM values of Protect, Promote, and Progress, and that have made a significant impact over the last year through active participation, leadership, and commitment to the IPM’s mission. This year, N2O was recognised for their contributions, making the moment a heartfelt tribute to the legacy of the late Bob Suppiah, whose passion and commitment to uplifting the industry continue to inspire. The award serves as a reminder of Bob’s enduring influence on the IPM community and his unwavering belief in the power of positive engagement and industry progress.

As the evening reached its crescendo, ZEAL Creative was named Agency of the Year for the second consecutive year thanks to standout campaigns across retail marketing, social impact, and brand activation. Their Pringles x PayPoint campaign highlighted innovation in retail by offering rewards through non-traditional channels, while Anchor x UK Community Foundations demonstrated the power of social impact by linking butter sales to community funding. Meanwhile, the prestigious Grand Prix Award, the highest accolade of the night, went to Hopper & Clarion Communications for their Aldi Rose Degrees Billboard campaign. Designed to mark National Rosé Day, this campaign featured the world’s first temperature-sensitive billboard, which dispensed free rosé wine when the temperature reached 19.2°C, the ideal rosé drinking temperature. Congratulations to all our finalists and winners for shaping the future of the industry.

Explore the full list of winners here and relive the defining moments of the IPM Awards 2024.

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Duncan McNair, a leading solicitor from Spencer West LLP and tireless advocate for animal welfare, has been awarded The Law Society’s prestigious Legal Hero of the Year 2024 award. The accolade, presented yesterday at the Law Society’s historic venue on Chancery Lane, recognises McNair’s exceptional work in protecting vertebrate species, with a special focus on the endangered Asian elephant, and his broader contributions to combating global dangers to both animals and humans.

McNair’s monumental efforts, especially through his founding of the non-profit organisation Save The Asian Elephants (STAE), have galvanised worldwide support for the protection of this iconic species. His work has led to a series of landmark achievements, most notably the Animals (Low-Welfare Activities Abroad) Act, a crucial piece of legislation aimed at protecting all vertebrate species from exploitation in tourism and other harmful industries. For over a decade, McNair has dedicated hundreds of pro bono hours annually to his advocacy, which has included relentless media engagements, political lobbying, and legal strategy, all of which have brought real change to the field of animal welfare.

“It is a profound honour to receive this award and be named among such remarkable legal professionals,” McNair said during his acceptance speech. “But this recognition is not just for me – it is for all the creatures we care about and fight for and fellow humans injured and killed by abused, maddened captive animals. STAE and the Low-Welfare Act Coalition I lead have a vast amount to do. But this award recognises the growing awareness and concern for the great multitudes of species to which Man lays waste and the opportunities to protect and save them”.    

McNair was one of five winners to receive The Law Society’s Legal Hero of the Year 2024 award, alongside Kevin Macmanaman, Andrew Macleod, Pauline Campbell and Stephen Kinsella. 

The awards ceremony, hosted by Nick Emmerson, President of the Law Society, drew attention to the inspiring efforts of solicitors who have gone above and beyond their legal duties to bring positive, lasting change to their communities and society at large.

A Global Effort for Animal Welfare

McNair’s work with STAE has been truly transformative. With Asian elephants facing growing threats from habitat loss, exploitation in tourism, and illegal wildlife trade, McNair recognised an urgent need for legal and public intervention. Since founding STAE in 2015, he has played a critical role in raising global awareness about the plight of Asian elephants and advocating for better protections.

Dedication Beyond the Courtroom

While McNair’s professional legal career spans over 30 years, where he has built a reputation for his expertise in complex litigation, it is his passionate commitment to animal welfare that has made him stand out in the legal profession. His advocacy for ethical practices in animal tourism and his leadership in shaping meaningful legislation have left an indelible mark not only on the legal landscape but on the lives of countless animals and people alike.

The Law Society’s Legal Hero Awards 2024

This year’s Legal Hero initiative saw an impressive 500 nominations, a testament to the vast and impactful work being done by solicitors across the UK. After a meticulous review process by an expert judging panel, 19 individuals were shortlisted for their remarkable contributions. The five winners were honoured for their work, which has gone beyond the bounds of traditional legal practice and made a demonstrable, lasting impact on society.

The awards ceremony, held on 12 September 2024 at 113 Chancery Lane in London, was an inspiring occasion that highlighted the important work being done by solicitors who dedicate their time and expertise to causes that truly matter. 

In recognising these unsung heroes, The Law Society celebrates the best of the profession and its power to bring about meaningful social change.

For more information about Duncan McNair’s work with Save The Asian Elephants, click here.

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Manchester based The fresh Group is expanding north of the border with the opening of an office in Edinburgh. This marks a significant milestone in fresh’s continued growth, bringing new energy to the agency world.

Former long-term IPM member David Roberts, alongside respected industry figures Peter Wright, Laura Jones, and Valerie Weaver, will lead the Edinburgh team. Together, they bring 65 years of integrated marketing expertise to fresh, with a proven track record in delivering award-winning campaigns for challenger FMCG and luxury brands.

David Roberts, Director of fresh Edinburgh said “It’s an incredibly exciting time. We’ve known the guys at fresh for a long while and when the opportunity came to fuse our respective skillsets, it really was a no-brainer. The best in brand experience, events, and communications coming together with some of the most ambitious consumer campaign marketeers.”

Lee Harris, fresh CEO said “Building the plans with David, Peter, Laura and Valerie has been an inspiring and exciting step in our continued journey to be the world’s most trusted and creative partner for brand experiences. We’re looking forward to sharing their skills and knowledge with our clients as well as expanding The fresh Group into dynamic new creative territories with new clients.”

Overview of fresh   

The fresh Group is a leading global brand experience agency that has been delivering activations with their long-standing client partners since 2004. As an award-winning agency, they create amazing global brand experiences using joined-up thinking and a true partnership approach. Through brand activations, events, creative communications and now integrated marketing, they help brands connect with audiences, change perceptions and inspire action.
   
This approach has made them the trusted partner of some of the world’s biggest brands delivering global projects across a wide range of sectors including telecoms, tech, retail, FMCG, finance, automotive, education and the public sector.   

For more information, contact: david.roberts@freshemail.co.uk

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Experiential marketing agency TRO worked with BMW and MINI to create interactive and participatory brand experiences for automotive fans at Goodwood Revival 2024.

Held at the Goodwood Motor Circuit, West Sussex, from 6-8th September, Goodwood Revival is an immersive celebration of iconic cars and fashion, and the only automotive event to be staged in a period theme.

Each year, Goodwood Revival attracts hundreds of thousands of motorsport enthusiasts and aims to inspire them to rethink, repair, and re-wear through its theme, ‘Revive and Thrive’.

TRO brought the brands to life in this unique world, creating end-to-end experiences to help fans indulge in their passions.

BMW’s experience, ‘Racing Through Time’, focused on gamification, taking petrolheads back in time to a nostalgic arcade and multi-player game portal, challenging them to solve multiple tasks. From popcorn and gumball machines to tattoo studios, the experience offered various vintage delights and surprises. Attendees also had the opportunity to get hands-on with the new BMW i5 Touring and explore the latest in-car gaming technology.

At the MINI stand, car fans were immersed in a retro-style (and bubble-filled) laundrette, inspired by self-serve detergent stations from the 1940s-50s. The stand included various touchpoints, such as a scent booster station offering sweets, an iron-press transfer station for customer handkerchief giveaways, and the return of the fan-favorite spin-to-win machine. Washing machine drums were transformed into screens, showcasing MINI’s latest OLED display technology—playfully demonstrating the brand’s commitment to blending tradition with innovation.

“Goodwood Revival is an event like no other. It gives brands the opportunity to step away from traditional automotive marketing and into a unique, vintage world, with all the creative opportunity that comes with that. By harnessing the power of experiential marketing, we transported attendees back in time while simultaneously celebrating the future of the industry. This year’s event tapped into automotive passion through innovative and exciting experiences.”

Tara Allen M Grey, Head of Client Services

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McDonald’s Monopoly is one of the most iconic marketing promotions in history. For 35 years and counting, this legendary promotion has had customers nationwide eagerly peeling, collecting, and hoping for their big win. Today, the UK launches the 2024 edition, offering 60 million prizes, from MINI electric cars to all-inclusive holidays. We reveal the five key secrets behind its enduring success, including immediate gratification through instant rewards, customer retention driven by collect-to-win mechanics, and a simple, nostalgic format that has woven McDonald’s Monopoly deep into the fabric of popular culture. So, let’s roll the dice, ‘pass GO,’ and unlock the winning formula behind this fan-favourite promotion!

Why Has McDonald’s Monopoly Become So Iconic?

1. Instant Wins Keep the Momentum

At the heart of this promotion is the thrill of instant gratification. The ability to win a free drink, fries, or dessert immediately keeps customers engaged. Unlike promotions that involve lengthy forms or long wait times, McDonald’s delivers rewards on the spot, perfectly aligning with the fast-food model—It’s fast food meets fast rewards.

 “There is nothing quite like that feeling of winning with the Monopoly Game at Macca’s – the surprise of finding a winning ticket, the anticipation as you wait for your prize to be revealed, and the rush of joy as you finally complete a property set or get an instant win to perk up your day.

Tobi Fukushima, National Marketing Manager for McDonald’s

2. Driving Repeat Visits

Big-ticket prizes such as cars and luxury vacations aren’t won in a single visit. The collect-to-win system requires customers to gather multiple game pieces, encouraging them to return repeatedly. This transforms McDonald’s Monopoly into a sustained event, driving foot traffic and building customer loyalty throughout the six-week campaign.

3. It’s an Event, Not Just a Promotion

For many, the return of McDonald’s Monopoly is more than just a promotion—it’s an annual event. Entire communities engage by trading game pieces, strategising on how to complete sets, and celebrating their wins on social media. Fans eagerly anticipate its return, much like other seasonal phenomena such as Black Friday or an iPhone release.

4. “Peel, Play, Repeat”

The beauty of McDonald’s Monopoly lies in its simplicity. Peeling off a sticker to reveal a prize is engaging, tactile, and addictive. Yet, this straightforward mechanic has been scaled up with billions of game pieces and hundreds of millions of prizes. Even though the chances are small, the dream of winning £100,000 or a new car keeps customers hooked. It taps into the same psychology that drives lotteries, and it works just as well here.

5. FOMO is Real

The limited-time nature of McDonald’s Monopoly leverages the powerful force of Fear of Missing Out (FOMO). Customers know that they have only a short window to collect game pieces and win prizes, which encourages frequent visits. This sense of urgency drives a peak period for sales, as no one wants to miss their chance to win big.

The Secret Sauce to McDonald’s Monopoly Success

Since its launch in 1987, McDonald’s Monopoly has established itself as one of the most engaging promotions in marketing history. Its enduring popularity stems from a winning formula of instant rewards, collect-to-win mechanics, and a simple, nostalgic format that resonates with cultural relevance and popular culture.

The “Peel, Play, Repeat” mechanic offers immediate gratification, allowing customers to win prizes like free food items instantly, which perfectly aligns with McDonald’s fast service model. The immediate rewards—such as free drinks, fries, or desserts—satisfy consumer desires for quick service and quick wins, maintaining their engagement with the brand.

A collect-to-win system adds a layer of strategy, requiring customers to gather multiple pieces to win larger prizes, transforming the promotion into an ongoing event rather than a one-time interaction. This encourages frequent return visits, reinforcing customer loyalty as participants are motivated to keep coming back for another chance to progress toward a bigger prize.

By employing a limited-time availability, the promotion taps into the powerful force of FOMO (Fear of Missing Out), driving repeat visits and boosting sales during its run. With all these elements in play, what do you think is the key to its lasting success? Is it the thrill of instant rewards, the excitement of rare prizes, the FOMO effect, or perhaps the nostalgia of this legendary brand partnership? We’d love to hear your thoughts in the comments!

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A giant pink cat hologram surprises commuters at London Waterloo. The hologram shows HypnoCat, Recycle Your Electricals’ pink, fluffy mascot, playfully leaping out at commuters with his tail twitching and eyes swirling, giving commuters no other option than to be hypnotised into recycling their electricals by HypnoCat’s holographic eyes. 

The giant, 3 metre pink HypnoCat will be seen pouncing on commuters and mesmerising them with electrical items spiralling around him, highlighting the tech items that he wants everyone to recycle. The state of the art technology, provided by HyperGram, uses the latest holographic technology, without the need for a screen or glasses. 3-D objects float mid-air, ensuring that HypnoCat and his message are impossible to ignore. He’ll make recycling electricals unmissable for commuters, holiday goers and shoppers.

The HypnoCat hologram is being launched in the run-up to International E-Waste Day (October 14th), to encourage people across the UK to participate in The Great Cable Challenge. This nationwide campaign aims to address the millions of unused cables lying idle across homes by urging households, local authorities, retailers, schools and community projects to collectively recycle 1 million cables. Cables contain at least 20% copper and this precious material is lost forever when cables and other electricals are thrown away. Copper is an essential part of everyday items we take for granted, including our smart tech, transport, medical equipment and our green energy future.

“HypnoCat is out and about and  larger than ever before! Using incredible hologram technology in this unique visual way, we hope he will pawsuade many more people to take action and join us in our recycling efforts in the run up to International E-Waste Day.

“Almost all of us have those old, forgotten cables stashed away at home – I have a box under my bed of cables I’ve been holding onto ‘just in case’ but haven’t actually used in months or are broken. But by recycling them or donating those that still work, we can repurpose or reclaim that valuable copper currently going to waste. The Great Cable Challenge is a simple way for everyone to make a big, collective difference – by recycling at least one cable. Most people will be surprised at just how easy it is to do.”

Scott Butler, Executive Director of Material Focus

As a nation of cat lovers, we all know that “cats rule” and this cat is no exception – he’ll be distracting commuters, and even a few dogs! With his tail twitching impatiently, and his voice booming, he’ll compete with essential train information. Commuters at Waterloo on 20th – 24th August will find HypnoCat in 3D underneath the big train time information board. 

It’s been a joy bringing to life Hypnocat which seemed incredibly fitting to what we were trying to achieve this year. We hope consumers around London have a really enjoyable experience and we look forward to the results of the campaign!”

Bailey Young, Director at DMG

How can you get involved in International E-Waste Day?

Anyone can participate in The Great Cable Challenge and take one small action to make a big difference. Simply bag up your cables – and any other old, unwanted electricals you find in your ‘drawer of doom’ – and visit Recycle Your Electricals’ postcode locator to find your local donation or recycling point.

Material Focus has created a campaign toolkit to enable local authorities, retailers, schools and community projects across the UK to take part in the challenge and help inspire people to recycle their old cables and other small electricals. If you would like more information then please email hello@materialfocus.org.uk.

Partners can either:

• Set up pop-up cable collections in offices, universities, schools and community halls, to make it as easy as possible for employees, students or residents to recycle their household electricals and cables. The toolkit includes a step-by-step guide for setting up your own pop-up collection point (for household electricals only, not business waste). 
  
• Help promote the campaign using Material Focus’ communication materials, and raise awareness of electrical waste and encourage individuals, and local communities, to take action.

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