The campaign from Ogilvy PR working with Hopper sees Cadbury partner with First Bus to take families to the beach this Summer and marks the first major marketing investment in the Flake brand in over five years.

This summer Cadbury is bringing back the magic of a classic British seaside experience, with the launch of its Flake 99 bus service. In partnership with First Bus, the brand will offer a free pre-bookable bus service from major cities in the UK directly to the coast, giving families the chance to experience the joy of a beachside Flake 99 this Summer.

Developed by Ogilvy PR, with event production and management from Hopper, the campaign aims to reignite consumer love for the classic Cadbury Flake 99 ahead of peak summer season, reminding everyone “If it’s not Cadbury, it’s not a Flake 99’.

The launch of the 99 Bus follows research by Cadbury revealing that 7 in 10 parents rarely take their children to the beach, yet 94% wish they could spend more time on the coastline*. Accessibility, the high cost of travel and parking woes are cited as the biggest barriers preventing parents from enjoying those quintessential seaside experiences.

Families from Bradford and Leeds – where one in five and one in ten, respectively, rarely take a trip to the beach – will have the opportunity to enjoy a free ride to Bridlington Beach on the weekend of the 17^rd and 18^th August. Buses with iconic Cadbury branding will transport families to and from the coast.

A service will also run from London to Southend-on-Sea on 10^th and 11^th August after the study found that 59% of parents in the capital rarely take their children to the seaside despite its proximity. Upon arrival, families will be greeted with a complimentary Cadbury Flake 99 from a classic ice cream van, after 89% of Brits said that a trip to the British seaside is not complete without the classic treat.

The new campaign is inspired by the insight that an ice cream by the beach is a quintessential part of a British seaside visit and a fond childhood memory of many adults. However, today some children are missing out on these important shared family moments. In fact, the research revealed that eating a Flake 99 ice cream is considered the second most important thing to make up a perfect day at the British seaside, preceded only by paddling in the sea.

 “At Cadbury we’re all about spreading generosity and joy, especially as we celebrate our 200th anniversary this year,” says Olena Solodka, Brand Manager at Mondelez International. “We are thrilled to partner with Ogilvy PR and First Bus to give more families the chance to create the types of memories that we all cherish – building sandcastles, paddling in the sea, and of course, enjoying an iconic Cadbury Flake 99!”

Charlie Coney, Creative & Strategy Officer (UK and EMEA), Ogilvy adds, “I remember the first time I went to the beach and was given a Mr. Whippy, topped with a Cadbury Flake – it’s as British as Wimbledon or BBQing under an umbrella.  Sadly, many people have never been to the beach, and we thought this was a problem Cadbury and First Bus could definitely fix.  After all, Cadbury is an iconic British brand with generosity at its core – and we’re hoping this Summer we can create many more happy family memories”

The campaign, developed by Ogilvy PR in the UK, working with production agency Hopper, and integrated with Cadbury’s social agency, Elvis, will be amplified across the brand’s social media channels, encouraging consumers to book their free ride and share their seaside adventures.

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The Happy Prize Company was founded by Justine Clement over 8 years ago and they’re excited to be re-joining the IPM after so many years of earlier support. Justine was the CEO of Unmissable, one of the forerunners of the prize management agency scene and has always been a fan of our work here at the IPM in supporting brands and agencies through their many lifecycles.  

The Happy Prize Company is a prize creation and management agency that creates and manages both straightforward off-the-shelf, as well as bespoke, unforgettable concepts, for promotional marketing prizes, staff and trade rewards, travel incentives and brand partnerships. They’re also proud to be a re-certified B Corp, too. That means, where relevant, they love creating more meaningful experiences as prizes for brands and agency partners who share their values: think experiences that teach people about wellbeing, ethics, a sense of purpose and reigniting a passion for, and an understanding of, the natural world.  They wholeheartedly believe that their approach positively impacts the campaigns they are asked to work on. In the main, their offering consists of off-the-shelf, or bespoke, ATOL/ABTA bonded overseas travel experiences, UK experiences, vouchers, electronic goods, sports-themed, music-themed, and money-can’t-buy prizes.

Don’t just take our word for any of this. As one of their clients said about them “Justine and her team at The Happy Prize Company completely understand the demands of building award-winning campaigns and deliver every time. They come up with creative ideas which help to bring concepts to life and act as a true member of the team. I would recommend them every time.”

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Multi-award-winning creative brand experience agency N2O has won a five-way pitch to be announced as the rostered experiential agency for P&O Cruises in 2024.

The agency will bring to life the brand’s tagline, Holiday Like Never Before, through a series of immersive experiences from this month, focused on brand awareness and lead generation.

Speaking of the appointment, Clare James, Chief Operating Officer at N2O, said: “We’re delighted to be chosen by P&O Cruises to deliver its brand experiences, and we’ve got some really exciting things coming up to broaden the horizons of UK holidaymakers, taking them on a journey to show the experiences that can be found on a P&O Cruises holiday.”

Carnival UK & P&O Cruises President Paul Ludlow said: “Our new marketing strategy, Holiday Like Never Before, aims to drive awareness and consideration with guests who may have thought that cruising wasn’t for them. Our pop-up stands in two of the UK’s busiest retail destinations during the peak holiday booking period will support agents by helping potential guests to understand the exceptional value and varied experiences offered by a P&O Cruises holiday.”

At the end of January, the ‘maiden voyage’ pop-up experience from N2O will see consumers invited into a specially-created sensory lounge, sipping artisanal beverages, as the scent of the various destinations surrounds them – all to give the P&O Cruises onboard experience in an out-of-home setting.

The experience starts on 27^th January at Bluewater, where it runs for two weeks, before heading to Westfield on 19^th February for two weeks.

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Award winning travel, prize and fulfilment agency Cloud Nine Incentives is growing its full service
offering with the appointment of Emma Coleman, Director of Events.
Joining from BCD Meetings & Events, Emma will harness her experience across multiple sectors
to drive Cloud Nine’s events division forward; an important strategic pillar for the agency.
Founder and Director Michael Chambers says, “As Cloud Nine Incentives enters its 13th year,
it’s critical we continue to innovate and deliver excellent service. Growing our events team means
we can offer a ‘one stop shop’ to clients.
I am delighted to welcome Emma to the Cloud Nine team. Her wealth of events experience and
passion for exceptional service levels will help steer the agency into its next chapter.”
With an amplified prize and promotions capability, brands will receive seamless, end to end
campaign management, with their customers at the heart of the journey.

Emma Coleman, “I am delighted to join Cloud Nine Incentives, a leader in their field working with
some fantastic brands. Their ethos of curating standout experiences alongside providing
excellent customer service aligns perfectly with my own passion for events. My role, leading the
strategy and development of the events offering, sparks a new chapter for Cloud Nine and I’m
delighted to be involved at the beginning of this exciting journey.”

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Cloud Nine Incentives, the experts in travel prizes and promotions were at last weeks IPM Awards ceremony both winning trophies and offering prizes to the industry.

Co-founder and Director Sophie Chambers said ‘After a break of 4 years, it was our pleasure to sponsor the IPM Awards 2023 (and we even picked up a trophy of our own!).  To celebrate our being involved, we would love to offer you the  chance to win a fabulous weekend break in Madrid.

Just head over to www.uponcloudnine.co.uk/competition to enter*. Good luck!

*Terms apply. UK residents 18+ only. Ends 23:59 BST 14/10/23. No purchase necessary. Internet access required. To enter prize draw, participants need to complete the competition post form available on www.uponcloudnine.co.uk/competition. One entry per person. 1 x prize of a trip to Madrid for 2, return flights from a UK airport, 2 nights 4 hotel sharing a twin room. Specific travel terms apply. Promoter: Cloud Nine Incentives Ltd. Visit www.uponcloudnine.co.uk/competition for full terms.

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The promotion agency Umbrella briefed B Corp prize provider The Happy Prize Company to deliver an experience for the online car seller, cinch.  Cinch are official sponsors of the NFL UK and as part of the partnership they provided two lucky winners with a once-in-a-lifetime opportunity to watch Super Bowl LVI in LA!!  

The Happy Prize Company put together a carbon-neutral prize consisting of two luxury 4-night breaks to LA, including a meet and greet on arrival (which included Cinch’s filming company, responsible for capturing the prize winner’s experiences), 4 nights at the Amarano hotel in Burbank, a day out with the film crew exploring the best that LA has to offer, along with VIP tickets to the Super Bowl, including tickets to the exclusive Tailgate party, provided by cinch. One winner described the trip ‘Such a huge thing to do – a proper bucket-list experience’,  and the campaign aligned strongly to cinch’s ethos which is to deliver on what they promise. 

The core of cinch’s business is customer service and every part of the prize had to encapsulate this ethos; every detail had to ‘be a cinch’ and here is the experience we helped deliver! Watch Video

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InstaVolt, a leading rapid electric vehicle charger network, has today announced a new partnership with Starling, the leading digital bank which will utilise its rapid charging network as a full service advertising channel from 5th July.

The branded wrap of 100 of InstaVolt’s nationwide chargepoints, on-screen advertising and incorporation within the digital app will be a first of its kind partnership, enabling Starling Bank to break into the emerging market of EV drivers. The relationship demonstrates Starling Bank’s commitment to further reducing its carbon footprint, as well as the growing popularity of electric vehicles, rapid charging and the value they now hold as an advertising channel.

As an added layer to the partnership, every time an InstaVolt customer pays with a Starling personal or business card in the InstaVolt app – whether that’s through a prepayment or credit account – Starling will plant a tree through Trillion Trees.

InstaVolt’s Chief Executive Officer Adrian Keen said: “We’re delighted to announce this new collaboration with Starling – a bank that is challenging traditional practice and has committed itself to becoming fully net-zero. We’re proud to support them on this journey and will be proactive in our efforts towards helping them reach a new breed of consumer.

“The partnership demonstrates the potential that EVs and charging network points offer UK businesses as we head toward net zero targets, and is indicative of growing consumer appetite for hybrid and EV options as the climate change issue becomes more urgent.”

Anne Boden, founder and CEO of Starling Bank said: “We know that many of our customers care deeply about the environment. InstaVolt is a driving force in electric vehicle charging and our partnership fits perfectly with that.”

Starling Bank is currently undertaking a carbon emissions audit in order to further reduce its carbon footprint and offset emissions. In March 2021, Starling became the first UK bank to start issuing Mastercard debit cards made from recycled plastic, giving customers a greener way to pay.

InstaVolt is one of the country’s leading EV charge point networks. The brand’s technology delivers rapid charge via a simple, contactless payment and doesn’t require a customer subscription. The 120 kW charge points can add 220 miles of range in half an hour.

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Bread brand, Jacksons of Yorkshire, is partnering with Welcome to Yorkshire in its biggest ever promotional marketing campaign created by Cat Among The Pigeons.  The initiative aims to drive awareness of Jackson’s Champion Bloomer loaves which are sold nationwide, but still made only in Yorkshire to a traditional family recipe.

The Jacksons family founded the company in East Yorkshire back in 1851 and now sell bread widely across the UK, through retailers such as Waitrose, Ocado, Tesco and Sainsbury’s. The campaign forms part of a year of celebrations at Jacksons to commemorate its 170th anniversary.

Launching this week, the Bread & Breakfast campaign includes an on-pack range promotion to win luxury Yorkshire staycations, as well as a microsite and retailer advertising.  The campaign will also feature at the Great Yorkshire show and on social media. The partnership with Welcome to Yorkshire was negotiated by Cat Among the Pigeons and is the first time the tourism brand has been featured across millions of grocery packs.

A range of unique staycation prizes are available to be won that showcase the stunning coastal scenery and countryside of England’s biggest county and feature leading hotels and visitor attractions from the region. Cat Among the Pigeons also designed a Yorkshire illustration for the Bread and Breakfast campaign that can be seen across a selection of limited edition merchandise and will be offered as runner-up prizes.  To further add value, everyone who enters will receive 25% off a Welcome to Yorkshire My Y membership.

Lucy Wilson, Brand Marketing Manager at Jacksons of Yorkshire commented, “We’re so excited to be launching this campaign with the ambition of encouraging the nation to get a real taste of Yorkshire.  The county has been our home for the last 170 years and we’re rightly proud of our roots and cannot wait to welcome new shoppers to the brand.  Cat Among the Pigeons have devised a unique campaign that is brimful of personality, just like our Champion Bloomer bread!”

James Mackenzie, Director of Strategic Delivery, at Welcome to Yorkshire said, “We are thrilled to be involved in the Bread & Breakfast campaign after a very challenging 15 months for the UK hospitality and tourism industry.  We’ll be amplifying this campaign to the many fans of Yorkshire on our social media channels and look forward to it being a great success.”

Paul McGann, founder of Cat Among The Pigeons said, “We explored lots of promotional themes but this partnership seemed like the perfect choice for two brands with such a strong Yorkshire heritage. We’re sure the luxury Yorkshire staycation prizes will have huge appeal with shoppers after months of lockdown.”

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• Google Search for “Signs of burnout” up 150% in 2020 & only increasing this year
• Studies show journaling, breathwork, forest bathing and nature boost wellbeing
• Pack away the paintball and let forest bathing create meaningful team connections

After a tough year of Zoom and gloom, blurred boundaries between work and life, and general exhaustion, two entrepreneurs have set up retreats in Surrey and Hampshire for teams to “Restore, Recharge and Reimagine” – and all in just 36 hours.

Groups of up to 20 colleagues, some of whom have never met due to Covid-19, can come together in person and reconnect. Surrounded by outstanding beauty, staying in luxurious bell tents complete with wood-burning stoves and being served locally sourced food, the 36-hour retreat offers experiences such as storytelling, journaling, vision building, Shinrin-yoku (forest bathing) and Conscious Connected Breathwork. These can be adapted to suit each individual client and can include further talks and extended stays from a week to a month for larger teams.

The idea was born out of clients asking for ways to re-energise their tired teams who are all Zoomed out and is co-run by author and storyteller Preethi Nair, who works with teams to help them build stories and communities, alongside Justine Clement of B Corp prize agency The Happy Prize Company and wellbeing agency, The Life Adventure. “There is a real need for connection, and we wanted to create a space where teams could come together and not just connect with each other, but with themselves and also nature.  It might not sound like a typical team getaway, but our programme is grounded in science. Studies have shown that journaling can improve mental health and just two hours in nature can boost happiness and wellbeing. So, just imagine what 36 hours can do. Practicing conscious connected breath releases stress, boosts immunity and improves sleep.  We just want to equip people with tools that they can then go on and use every day in their lives.”

Camp locations are in Godstone Valley, Surrey and Home Covert at The Grange in Hampshire.  For further information about the retreats or to discuss bespoking the itinerary or duration contact Justine Clement at justinec@thelifeadventure.co or  visit the website here.

 The camp is also available for use as a prize. For details on this please see here.

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Award-winning travel incentive and prize fulfilment agency Cloud Nine Incentives has expanded its operation into the EU, with the opening of a location in the Dutch city of Amsterdam.

Director, Sophie Chambers, commented ‘Back in 2020 to ensure that we could maintain our service levels post Brexit, we started the process of opening another location.  This time in the Netherlands and I’m delighted to tell you that Cloud Nine is now operational, and also working out of the convenient and innovative city of Amsterdam.’

‘Our HQ and most of the team remain in Buckinghamshire with no operational changes, however a number of our clients who operate pan-European FMCG activity from the UK, or who have clients based in the EU have already benefitted from having a trusted partner with a European base.’

‘The additional location simply helps us to offer our clients and partners additional flexibility and reduced costs when working across Europe, in terms of services, billing and shipping.’

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