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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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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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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In 2011, Coca-Cola faced a challenge many established brands encounter: staying relevant. Young consumers were losing interest, and sales were declining. The solution was simple yet revolutionary: personalisation. By replacing its logo with 150 of the most popular names in Australia, Coca-Cola invited consumers to “Share a Coke” with someone special. This change turned each bottle into a gift, social media post, or conversation starter. Success was immediate, with millions sharing their bottles online and even queuing outside stores to collect the names of friends and family.

“Coca-Cola’s ‘Share a Coke’ campaign shows us the potency of seeing the world through the customer’s eyes, proving that marketing is not just about selling products, but about connecting stories. It embodies what I have always said: Instead of using technology to automate processes, think about using technology to enhance human interaction.”

Steve Jobs

By 2014, the campaign had reached over 80 countries, including major markets like the United States, the United Kingdom, and China. Each country celebrated cultural diversity by incorporating popular local names and phrases. In China, surnames like “Li” and “Wang” decorated the bottles, while in the UK, names like “Jack” and “Olivia” took centre stage. This personalised approach contrasted sharply with the traditional one-size-fits-all marketing strategies that had dominated the industry for decades.

The “Share a Coke” campaign faced challenges. Critics argued it wasn’t inclusive enough, as consumers with unique names often felt left out. Coca-Cola responded by launching an online platform allowing consumers to create personalised bottles with any name. Another innovation came in 2016 with the “selfie bottle“, featuring a built-in camera that captured photos mid-drink, embedding virality into the product to turn each sip into a shareable moment.

Building on this success, Coca-Cola has now announced a new iteration focused on Diet Coke. Until September 2024, UK fans can find personalised cans and bottles featuring over 150 popular names. Recognising that some fans might not find their names on the shelves.

Diet Coke is also offering 4,000 chances to win a personalised can. By purchasing a Diet Coke, scanning a QR code, and downloading the Coca-Cola app, consumers can enter to win. All entrants will also be automatically entered into a weekly prize draw for luxury experiences worth up to £5,000, reinforcing the concept of the “ultimate Diet Coke break.“

“We know how much our fans love a Diet Coke break—taking time for themselves in the midst of their busy lives—so, it made perfect sense for us to make that time even more special. We’re so excited to be bringing personalised cans to our fans this summer and we’d love to hear from them when they spot theirs in-store by tagging @DietCokeGB.”

Louise Maugest, Senior Marketing Director for Diet Coke

The decision to revisit and expand the “Share a Coke” concept has drawn praise from marketing experts. Olivia Mae Hanlon, Founder of Girls in Marketing, highlights the importance of recycling successful ideas while Laura Kinsman, Digital Account Manager at KW Marketing, reflects on the campaign’s enduring success:

“STOP being afraid to repurpose and recycle your old content… The Coca-Cola Company always does this so well. They have recently reinvented their iconic Share a Coke campaign with personalised names, focusing on their Diet Coke brand and leaning into the ‘Diet Coke break’ craze. This is a key example that it’s not about reinventing the wheel in marketing. Review and reflect, then rinse and repeat.”

Olivia Mae Hanlon, Founder of Girls in Marketing

“If it ain’t broke… don’t fix it! The campaigns that stand the test of time are some of the BEST. The campaigns you remember randomly years down the line. Not every piece of marketing WILL be this and that’s normal… and EXPECTED. But when it happens, it’s ICONIC.”

Laura Kinsman, Digital Account Manager at KW Marketing

Coca-Cola’s ‘Share a Coke’ campaign demonstrates the remarkable power of personalisation, turning a simple bottle design into a compelling conversation starter. From its initial success in Australia to the recent Diet Coke campaign, Coca-Cola has broken generational and geographical barriers, one name at a time.

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Get ready for a summer of surprises as tpf deposits prize lockers across the UK. Typically associated with dropping-off parcels, these sleek safes allow shoppers to unlock exclusive prizes tailored to the summer of sport. Over three weekends in White City, Southampton, and Liverpool, tpf will blend digital and physical interaction to increase footfall into specific retail locations and drive brand engagement.  

• 

This interactive experience demonstrates the art of anticipation in brand activation. Positioned prominently at the front of John Lewis stores, the prize lockers immediately catch the eye of incoming shoppers. To participate, simply scan a QR code displayed on the prize lockers, which provides a unique entry code. Enter this code into the screen on the prize locker and the moment of reveal arrives, holding your breath to see if you win one of the prizes provided by John Lewis partner brands. This seamless build-up, infused with the possibility of winning incredible prizes, transforms a routine shop into an exhilarating rush. 

“The importance of brands interacting with their customers can’t be underestimated. To stand out from the crowd, retailers need to engage with their customers in innovative and unexpected ways. We’ve loved working with one of the UK’s most trusted brands, John Lewis, to deliver unique prize-winning competitions in their branches across the country.” 

tpf

Maintaining brand relevance in an evolving retail landscape is crucial. By combining a physical prize locker with a digital entry process, the campaign offers a modern consumer experience. Blending the convenience of smartphone technology with the tactile pleasure of in-store shopping, this hybrid model exemplifies the next generation of promotional activities.  

The selection of prizes, provided by John Lewis partner brands, is designed to celebrate the summer of sports. With the Ooni Fyra Pizza Oven, winners can enjoy outdoor gatherings and homemade pizzas while watching their favourite sports. The Therabody massage guns are ideal for recovering from intense sports activities, while the Caudalie Oil Elixir bundle offers a luxurious remedy for self-care. This selection not only complements the sporting season, but also encourages customers to trial new products.

Through the endowment effect, shoppers participating in this activation feel a stronger sense of ownership and value toward the prizes as they interact with both digital and physical elements. This effect ensures that shoppers not only cherish their prizes but also develop a lasting bond with the brand. 

A simple yet unique scan-to-win mechanic saw prize lockers placed in prominent store locations. It was uplifting to see the delight on peoples’ faces when winning a prize. The genuine reactions exemplify the opportunity to drive true brand affinity.

tpf

The possibility of unlocking a prize drives shoppers to John Lewis stores, boosting footfall and creating a lively shopping environment. This engagement strategy not only increases immediate sales but also reinforces John Lewis’s reputation as a premier retail destination. tpf’s prize locker demonstrates the shift towards experiential retail, combining digital convenience with in-store excitement.

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• Just before Bonfire night SMARTY’s ‘Date the Game’ bar will help gaming fans reignite the flame on their relationship with gaming, with a speed dating game session to get them out of their same-game rut
• Attendees will also be able to win £500 worth of gaming prizes*
• Date the Game opens on Thursday 4^th November from 1pm – 9pm at Platform, 2B Worship Street, London, EC2A 2AH
• Tickets to be booked in advance via the Universe app here.

SMARTY Mobile is inviting gamers to Date the Game (Not the Player) with its Date the Game Bar opening on the 4^th November. Encouraging fans to put the spark back in their game play, SMARTY is offering them the chance to speed-date their way through an eclectic menu of games to find their next big thing.

From brand new games, undiscovered gems, and iconic classics, SMARTY wants guests to discover an exciting new game they never knew about or rediscover an “old flame” in the form of a classic forgotten game from their past. The Date the Game Bar will have three zones, each featuring different games available on the likes of Nintendo and PlayStation.

Alongside the games on offer, gaming influencers will be on hand to guide people on their speed dates, with guests taking part in a gaming quiz upon arrival to help find their ideal gaming match. Attendees will also be offered a token where they can redeem a free pizza and drinks.

Visitors will also have the opportunity to go head-to-head with the influencers in order to win a bundle of new video games and gear worth £500.*

* The prize will be split into tiers: 1^st x £250 / 2^nd x £150 / 3^rd x £100

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A new campaign for the peanut butter brand ManiLife, using Amazon Alexa’s sales conversion beta is going live today. The innovative campaign offers peanut butter lovers the ability to enter a giveaway and purchase directly from their favourite brand via an Alexa device.

As mentioned by Voicebot AI, the solution is one of the earliest examples of the Alexa Shopping Cart beta program which includes ten partners globally. “We have been working with ManiLife since last year to harness the power of Alexa. With 40% of UK homes now connected to the device, voice commerce is a great opportunity for those brands already selling through Amazon.” mentioned Maria Reyes, CEO of VozLab, who works very closely with Amazon and its one of the few companies with access to Alexa’s shopping beta. 

The team at ManiLife will be able to edit the campaign on Alexa in real time. In addition, the new feature integration with Alexa’s shopping cart, will not only allow customers to buy a product, but it will also give ManiLife 100% flexibility to switch between different products on offer, making stock management as easy as possible. The voice technology created by VozLab has been developed with the end-user in mind, and it is the most flexible self-service platform available for voice marketing in the world. 

VozLab’s technology is making voice commerce available to companies from all industries and sizes, and as a result, the next revolution in voice commerce is no longer exclusive to big brands. The innovative voice experiences created by VozLab are transforming the way brands interact with consumers, while growing databases at scale (voice tech can deliver 50% more marketing permissions than any online channel), and driving tangible sales. As voice commerce becomes more conversational, the next generation of voice apps have the potential to change the retail landscape for many companies and brands.

The voice app was created to be fully integrated with Alexa’s shopping cart, while ensuring that a customer’s experience starts and ends in the ManiLife skill. After entering ManiLife’s giveaway, the voice app hands off the purchase flow to Amazon which allows a customer to buy their favourite peanut butter straight away. The transaction is completed within the customer’s existing Amazon shopping account, with no additional details required to finish the purchase. After the purchase, the user is handed  back to the ManiLife voice app.

Stuart, Founder of ManiLife says “working with VozLab has been an absolute pleasure and pretty different to our usual marketing tactics! This is our second campaign through Alexa and we couldn’t be happier. Their energy and creativity are highly contagious, and the results speak for themselves.”

VozLab facilitates the conversation between brands and their customers. “We understand the best way to generate revenue and results through smart speakers,” concludes Maria Noel Reyes. “We believe eCommerce is yesterday’s revolution. The Covid-19 pandemic has shown us all that companies need to innovate, not only to survive but also to be tomorrow’s market leaders, and we believe the market leaders of tomorrow are those who are paying attention to current technology trends and facilitating the conversation with their audiences today.”  

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The UK’s most effective brand activation agency, ZEAL Creative, is working with BUXTON natural mineral water to drive multi-pack purchase and reward shoppers with Great British Experiences.

Inspired to engage shoppers eager for new adventures after a year in lockdown, ZEAL created a campaign that aligned BUXTON with brand Virgin Experiences, harnessing the brand’s reputation and credibility. The on-pack competition offers consumers the chance to win one of 125 Virgin Experience Days, worth £250. ZEAL developed the partnership, creative artwork and promotional strategy to grow market share of BUXTON®’s multi-pack range and raise consumer awareness of the brand’s inspirational “Don’t Give Up, Rise Up” message.

The promotion appears on over 5 million packs of BUXTON® 8 x 50cl, 12 x 50cl and 6 x 1.5l packs and drives entry via the brand’s website. Integrated with in-store point of sale materials, organic social media and paid media activity, the campaign also drives footfall into water aisles. Adding value to BUXTON® products over own label and other water brands, the promotion broadens reach and engages shoppers, ultimately driving purchase.

This is the first creative campaign ZEAL has run with BUXTON and the latest Nestlé brand to appoint the agency. ZEAL has also developed shopper engagement promotions for Nescafé and Nestlé confectionery brands including KitKat, Aero and Milkybar.  

Polly Rowntree, Business Development Director at ZEAL Creative, says: “The opportunity for BUXTON to encourage the nation to RISE UP & WIN Great British Experiences after what’s felt like a long year indoors couldn’t be missed. Partnering with Virgin Experience Days was the perfect fit as the prize provider, and we look forward to seeing the positive impact on sales as a result of the campaign.”

Agathe Robert, Nestlé Waters Local Brands Lead, comments: “After this uncertain time, BUXTON is on a mission to bring hope and inspire a nation that never gave up to RISE UP. Now, more than ever. This campaign is directly drawn from BUXTON® positive and resilient mindset. Every promotional pack gives a chance to win Great British Experiences, thanks to the partnership with Virgin Experience Days. We look forward to inspiring our shoppers and seeing a positive impact on sales.”

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As festive as we are all rapidly becoming, this is not a topical suggestion for a Christmas cracker joke, moreover a serious question.

When is a Sales promotion not a sales promotion?

Or perhaps we should be asking, when is a marketing campaign simply a well-executed Sales Promotion campaign?

Recently Scottish brewers and famous courters of controversy, BrewDog come over all Willy Wonka, with gold cans set to be hidden in cases of beer. The prize for the lucky winners being to receive the gold can worth £15K, £10k of BrewDog shares & VIP tour of our Brewery.

The delightfully engaging initiative has been hailed as a ‘wonderful example of marketing’ as well as a ‘publicity stunt’ and ‘guerrilla marketing at its best’ but never, as far as the author can locate, has it been described as a ‘classic sales promotion campaign’.

And we would like to know why?

As is common knowledge the IPM helped craft section 8 of the CAP code and therein lies the definition of a Sales Promotion campaign. Without needing to go into exact detail, the BrewDog campaign fits festively into this category, so why do we find the description of the initiative, across all media, failing to credit is as Sales Promotion campaign?

As an industry we need to proactively reclaim our section of the marketing mix and make sure that is being spoken about in the correct context and campaigns are lauded for being great examples of Sales Promotion.

Phraseology understandably changes over time, but the premise of what our members do, does not. COVID has demonstrated how brands have been forced to uncover fresh creativity in their work, and it should not be overlooked that this creativity often finds itself rooted in the most effective part of the marketing mix, the humble Sale Promotion.

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Creative agency Space has developed a campaign for Nature Valley that sees the UK’s #2 cereal bar brand^[1] teaming up with Tripadvisor, the world’s largest travel platform, to encourage Brits to explore some of the UK’s most beautiful nature spots, in a new £1.8 million #visitnature campaign.

The promotion, which will see Nature Valley become the first ever FMCG brand to partner with Tripadvisor in Europe, will run from 14^th September for six weeks.

Nature Valley-curated travel guides and bespoke trips, all designed to boost UK tourism by showcasing the stunning locations our country has to offer, will feature across the Tripadvisor site.

The content will be promoted via a raft of media activity, created by Space, which includes social media (Facebook, Instagram and Pinterest) and digital advertising, directing people to Nature Valley and Tripadvisor bespoke guides, inspiring them to book their next adventure. The campaign is also supported by TV.

The campaign takes its cues from the tourism industry’s advertising language and imagery, and inspires consumers to explore the nature on their doorsteps, supporting the brand’s global mission to encourage everyone to simply ‘get out more’. Nature-inspired scenes and Imagery featured in the campaign creative is sourced from Tripadvisor reviews of the locations, and activities featured in three Nature Valley-themed guides.

#visitnature also includes a competition, running across Facebook and Instagram, that encourages consumers to upload a photograph they have taken while outdoors, enjoying nature, tagging #visitnature and @naturevalley.  The winners will bag an ultimate trip to nature for four people, including Tripadvisor-recommended activities, and will see their images included as part of the campaign.

Helene Henderson, Brand Manager, Nature Valley, said: “With limited travel options in the coming months, we’re encouraging people across the country to fall in love with UK nature and enjoy the exact same escapism that a trip abroad can offer.

“Space has delivered a first-of-its-kind partnership for Nature Valley, and an exciting evolution of our Get Out More campaign which further highlights our tasty range of Nature Valley snack bars as the ideal accompaniment for an outdoor adventure.”

Sean Kelly, Associate Director, Space, said: “The lockdown restrictions in the UK have seen so many people begin to appreciate the joys of discovering the local beauty spots and attractions on their doorstep, and we want to encourage them to do this more. Tripadvisor was the perfect partner to join with Nature Valley’s mission to get everybody out more, providing guides and suggestions based on real reviews and experiences supporting our unique tourism theme.”

The #visitnature initiative is part of a whopping £10 million marketing investment by Nature Valley-owner General Mills, the #1 manufacturer in Better For You Snacks^[2], to support its three leading brands: Nature Valley, Fibre One and LÄRABAR.

The new campaign is expected to reach 5.6million people within Nature Valley’s target audience. Retailers are encouraged to stock up on the brand’s wide range of snack bars to meet increased demand.

^[1] Nielsen last 52 Weeks | Currency: USD | Market: Total Coverage including Discounters

^[2] Nielsen total coverage Latest 4 weeks

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