Meateors has landed with a playful brand identity and a powerful digital strategy aimed at revolutionising the meat snacking category. This launch goes beyond a simple product introduction. It represents a strategic campaign designed to cater to health-conscious consumers seeking tasty, convenient alternatives to traditional snacks.

Out-of-This-World Experience

The launch of Meateors is supported by a dynamic marketing strategy developed by Activation. This creative campaign draws from the product’s name to deliver a playful, space-themed brand identity that stands out in a crowded snack aisle, offering an “out-of-this-world” experience.

Digital Discovery and In-Store Visibility

Activation’s strategy combines impactful branding with strong positioning across digital platforms such as Meta and YouTube. With more than 2.4 billion active monthly users, YouTube remains a dominant platform for younger audiences, offering brands unparalleled access to engage this demographic. Meanwhile, Meta reports that 73% of Gen Z users are more likely to discover new products on its platforms, making it a key player in driving awareness and consideration.

“Meateors will appeal to a younger target audience, and we have chosen to launch on digital platforms that will catch their attention in a way that is customised to their interests and habits. This demographic love YouTube and Meta, and these working together has proven to be the ideal recipe for increasing awareness and consideration, resulting in the ideal launch combo for newcomers like Meateors.”

Matt Ramsay, Co-Founder & Managing Director at Activation

The seamless blend of digital discovery and in-store visibility creates a 360-degree experience, enhancing brand awareness and driving impulse purchases. The presence of Meateors in selected Morrisons Daily and SPAR stores further strengthens its visibility, inviting shoppers to grab a pack on-the-go.

“The meat snacking category is continuing to show impressive growth. However, there is a high demand from shoppers for more variety, with chicken being the most common protein, meaning pork is a relatively untapped opportunity. This is where our Meateors come in.”

“We’re proud to fill this gap in the market with a tasty, convenient option that boasts all the functional benefits of being protein-packed, therefore keeping consumers fuller for longer, as well as maintaining a great texture. We’re incredibly excited to be launching these new products under a vibrant new brand, Meateors, which is sure to disrupt the category with its fun and tasty range packed with flavour.”

Yvonne Adam, Chief Marketing Officer at The Compleat Food Group, home of Meateors

Aiming for the Stars

The Meateors campaign highlights a critical strategy in today’s retail environment: winning the battle for attention both outside and inside the store. According to a YouGov study commissioned by Activation, pre-shop digital touchpoints are instrumental in priming shoppers before they even step foot in a store. “If we can’t win in-store, we must create advantages outside,” says Co-Founder Dan Hirons. This philosophy shines for Meateors, as the brand leverages Meta and YouTube to engage its target audience before they even step into a store. By leveraging vibrant visuals and engaging content, Activation has successfully created a captivating brand world that resonates with its audience, ensuring that Meateors stands out in-store and on-screen.

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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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Promotional marketing agency Cat Among The Pigeons has announced the launch of a major on-pack promotional campaign for Soreen, the UK’s original malt loaf.

‘Find a golden lunchbox loaf’ launches nationally from the start of May and offers the chance to instantly win a Forest Holiday if you find 1 of 10 golden-wrapped loaves hidden inside special Soreen Lunchbox Loaf multipacks.

Soreen has long been associated with active adventures and the Forest Holidays prizes offer an action-packed escape to a choice of 12 fabulous forest locations. As well as a stay in a log cabin with hot tub, the prizes include bike hire and a Forest Ranger experience to help families make the most of the great British outdoors.

Cat Among The Pigeons created the campaign and negotiated the brand partnership with Forest Holidays. Every special Soreen Lunchbox Loaf pack also features a ‘£60 off’ Forest Holidays booking reward and there is another chance to win a Forest Holiday at www.soreenforestholidays.co.uk.

The on-pack promotion runs until the end of August in all major supermarkets and convenience stores across Malt, Banana, Apple and Strawberry Soreen Lunchbox Loaf multipacks. The promotion will be comprehensively supported by shopper marketing, display and point of sale media.

Liz Jacobs, Marketing Director at Soreen said: “Forest Holidays really is a fabulous partnership fit for us with both brands championing active adventures for all the family in the great outdoors.”

Paul McGann, founder of Cat Among The Pigeons added “we know shoppers are searching for better value and this new on-pack promotion for Soreen Lunchbox Loaves really delivers. We’re confident families across the UK will enjoy the hunt for a golden loaf this summer and can benefit from a guaranteed £60 off Forest Holidays with every promotional pack.”

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With Whole Earth once again being crowned an official partner of Team GB, Activation is offering shoppers the chance to win a once-in-a-lifetime trip to the Paris 2024 Olympic Games—a prize package valued at £10,000. Topped off with 245 daily prizes featuring official Team GB merchandise. The aim? To drive awareness and trial of Whole Earth Peanut Butter with new and lapsed consumers, and convey the wholesome goodness of the product, leveraging their official partnership with Team GB. Nicola Turner, Whole Earth brand controller at Ecotone UK explains:

“Peanut butter is often seen as a treat rather than an everyday food due to the misconception that it’s not good for us. We want to show that for many Team GB athletes – some of the healthiest people in the UK – Whole Earth peanut butter plays a star role in their diets due to it being full of goodness with no added sugar, and its winning nutty taste”.

The second phase of the promotion aligns with Whole Earth’s wholesome goodness essence and their love of the great outdoors, with three exclusive Active UK breaks up for grabs between July 1st to September 15th. Explore the tranquil waters of the Lake District, conquer the picturesque Dunnerdale Fells on a run, or cycle through Snowdonia’s breathtaking landscapes – perfect wholesome trips for health-conscious shoppers.

Activation doesn’t stop there. They have also curated an array of in-store concepts to breathe life across different POS shopper touch points and assist the sell-in process. To really wow retailers, they even recommended pitching a front of store Eiffel Tower installation with Team GB athletes to reinforce the official partnership.

As the campaign unfolds, shoppers are not only enticed by the allure of prizes but also inspired to embrace the spirit of sporting greatness and wholesome living with peanut butter.

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Cat Among The Pigeons has created a major brand partnership promotion for Horlicks as part of its ongoing marketing campaign to drive trial and attract a younger audience.

The Happy Place on-pack promotional campaign offers shoppers a free three-month subscription to Fearne Cotton’s Happy Place app with every purchase of Horlicks 400g, saving almost £15. There is also the chance to win 1 of 10 Wellness Weekends.

The Happy Place app is curated by Fearne Cotton and features wellness content and videos from a host of experts across mindfulness, yoga, meditation and sleep to help you take a break during busy days.

The ‘Wellness Weekends’ for two have been created to indulge the senses and include the choice of a Yoga Retreat, a Luxury Spa Weekend, a Wellness-Inspired Glamping Break or a Delicious Foodie Break at boutique locations across the UK.

Cat Among The Pigeons designed the new promotional packs which will be rolled out in all major retailers during January and run until the end of March 2024.

The promotion is supported by a comprehensive shopper marketing campaign including digital advertising screens, in-home sampling, category aisle fins and retailer magazine to drive awareness of the on-pack offer.

Cat Among The Pigeons created a QR code and the win.horlickshappy.co.uk microsite to facilitate easy entry to the Wellness Weekend prize draws, verifying proof of purchase as well as providing a seamless journey to claim the FREE Happy Place app subscription.

Rebekha White, Brand Manager at Aimia Foods, commented, “following our successful sponsorship of Fearne Cotton’s festivals last year we are excited to take our partnership to the next level with this on-pack promotion – providing shoppers with even more ways to find their happy place!”

Paul McGann, Founder at Cat Among The Pigeons added, “shoppers are under pressure to balance the family food shop but we are confident that an added value promotion with a wellbeing ‘reward for all’ will attract new shoppers into the category and drive incremental Horlicks sales.”

The post Cat Among The Pigeons Creates Horlicks Wellness Campaign appeared first on IPM Bitesize.

Promotional marketing agency Cat Among The Pigeons has announced the launch of a major on-pack campaign for Aunt Bessie’s, the UK’s No.1 Yorkshire pudding and roast potato brand.

‘Win Gifts’ launches nationally in October for ten weeks and is timed to support families in the build up to Christmas and the huge growth in roast dinner occasions. The on-pack promotion will feature on more than eight million packs of frozen Yorkshire Puddings and Roasties across all major supermarkets and convenience stores.

The ‘Win Gifts’ promotion has a huge prize fund, believed to be Aunt Bessie’s biggest ever. Each promotional pack features the chance to win an all-inclusive holiday with Jet2holidays every week; a Tower air fryer every day or 1 of 20,000 ‘£1 off Aunt Bessie’s’ coupons.

Cat Among The Pigeons negotiated the partnership with Jet2holidays, the UK’s favourite package holiday brand, to add even more value for families. For the price of a bag of Aunt Bessie’s Yorkshire Puddings or Roasties, every entrant can also claim £65 off their next Jet2holidays booking.

In recognition that Aunt Bessie’s Yorkshire Puddings and Roasties can now be air fried quickly the prize fund also features Tower air fryers which use less energy and time to cook a roast dinner than a conventional oven.

Cat Among The Pigeons designed the Yorkshire Pudding and Roast Potatoes promotional packs to have huge impact and stand out within the category, where display can often be hidden behind freezer doors. The promotion will also be supported by a six figure investment in shopper marketing, freezer category point of sale and social media to build further awareness and excitement.

Cat Among The Pigeons created the new microsite (AuntBessiesGifts.co.uk) to allow easy entry to the promotion. Simply scan the QR code on pack and shoppers will be directed to the site which validates purchase, showcases prizes and provides full terms and conditions.

Charlotte Vause, assistant brand manager at Aunt Bessie’s, said: “the last 12 months have been challenging for many families with growing energy costs and the cost of living crisis. We wanted to bring some excitement back to the category in the run up to Christmas and reward shoppers with added value for choosing Aunt Bessie’s for their next roast.”

Paul McGann, founder of Cat Among The Pigeons added “shoppers are increasingly looking around for better value and this new on pack range promotion certainly delivers. We know families still want to enjoy a holiday in 2024 and so these amazing prizes with Jet2holidays should really appeal. With lots of chances to win and a guaranteed reward for all entrants, we hope ‘Win Gifts’ makes shopping frozen a bit more fun this Autumn.”

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As the Rugby World Cup moves towards the knock out stages, We’re thrilled to see IPM Award winners, Activation working alongside Tribute, a member of the St Austell brewery family, for their latest promotion! 

Their brief called for a campaign that could run across both the on-trade and off-trade, with two specific objectives in mind; increase the rate of sale as well as increase brand awareness. 

We know that this premium pale ale is a real fan favourite all year round, but it’s also particularly enjoyed with friends whilst watching the big game (as if us Brits need any excuse for a pint, eh!). And when the Rugby World Cup started in September, it was the perfect time to launch an attention-grabbing rugby-themed promotion!

With a Rugby themed European City Break for two up for grabs, as well as 300 instant win rugby themed prizes to be won, including Tribute branded rugby balls and £10 Tribute e-vouchers to spend on their online shop, these promotional packs and pints will be flying off the shelf quicker than you can shout TRYYYYY!

To enter, this promotion calls for consumers to either purchase a promotional 4X500ml can pack in-store or a promotional pint at participating pubs, then simply upload a few of their details and unique codes to the specially-built promotional microsite (through Activation’s own ProMotor platform) for a chance to win.

Promotional packs were in store from the 1st of September and throughout the tournament duration, so keep an eye out for them and the promotional pints next time you’re in-store or at the pub (we’ll see you there!) – Good luck! 

Find out more https://www.winwithtribute.co.uk/

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TLC Worldwide UK is thrilled to announce the  launch of its summer campaign in partnership with Heinz, which offers free days out to participants across the UK.

The Free Dayz Out campaign aims to encourage people to explore the nation and try something new this summer. Delivered by TLC Worldwide UK’s National Activities Network, there are thousands of venues to choose from and a variety of activity types.

“The Dayz Out competition is the latest activity from Heinz to help support families. Whether your interests lie in art, culture, or amusement parks, this the perfect campaign to allow adults and children alike to go ahead enjoy their summers.”

The campaign, which is live on-pack in grocery stores across England, Scotland, and Wales, will run from 28th June 2023 until 31^st October 2023. Every single customer will be able to claim a free day out when purchasing a qualifying promotional pack of Heinz products.  Participating customers will be able to choose from bowling, go karting, museums, national gardens, theme parks, paintballing, animal parks, aquariums, or one of many more. TLC Worldwide UK ensures a wide array of options to cater to many interests, for education, fun or both!

“At TLC Worldwide, we believe that experiences make life more rewarding.” said John Pearson, Managing Director at TLC Worldwide UK. “Through our partnership with Heinz, we are delighted to provide people with the opportunity to discover a new interest and take time to enjoy an activity they may not usually do. We aim to add value to the customer experience and get people out into the nation this summer!”

To participate in this campaign, customers need only purchase a pack of Heinz beans, soup or sauce with the promotion featured on the pack. Customers can then follow the instructions on pack to TLC Worldwide UK’s campaign website to claim their day out. Full campaign details and terms and conditions can be found at https://dayzout.heinz.co.uk/

As a component of the initiative, TLC enlisted the assistance of influencers to endorse the messaging on Instagram and contribute to the campaign’s promotion. All promotional content related to the campaign can be discovered using the hashtag #FreeDayzOut

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