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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Experience12, the UK’s leading pop culture brand experience agency, has appointed industry veteran Nick Swift as Client Services Director in a newly created role.

Swift brings his 20 years of events, experiential and content marketing experience to Experience12. He has worked at some of the industry’s leading agencies, most recently from Circle Agency, where he was Group Account Director, following his role as Director of Brand Experience at Retail Marketing Group (RMG). Nick has led numerous prestige campaigns over the years that have won industry awards, including IPM and FMBE golds.

Swift has worked with leading gaming, toy and entertainment brands including PlayStation, Electronic Arts, Activision, Hasbro, Capcom and Team17 that perfectly align with Experience12’s specialised focus on pop culture marketing, making him well-positioned to understand and serve the agency’s client base.

Working as a part of the senior management team with Business Director George Bateman, Head of Production Nick Parker and Founder Chris Whittle, Swift will focus on consolidating the agency’s best in class client servicing in addition to supporting the agency’s growth plans. His appointment comes, as Experience12 expands its work within the gaming and entertainment sectors in the UK and Internationally.

Swift will take up his position with immediate effect.

“I’m extremely excited to be joining the team at Experience12, an agency I have long admired.  I’m passionate about brand showmanship and building fan love – and I’m looking forward to working with Experience12 clients old and new to create campaigns that both dazzle and deliver.” 

Nick Swift, Client Services Director at Experience12

“Given the extraordinary year for the agency it’s a great time for Nick to be joining the team. We were looking for someone with a strong track record in our core pop culture sectors with a demonstrated experience in securing campaigns and successfully delivering them for clients. It was clear even from our initial conversations that Nick understood the board’s vision for Experience12’s future. We’re looking forward to working with him on developing that future and the many exciting adventures ahead.”

Chris Whittle, Founder and Managing Director at Experience12

About Experience12

Experience12 is an independent, award-winning agency specialising in experiential marketing and events across the Film, TV and video game sectors. With unrivalled insight into the fan audience through years of research, we utilise data, trends and the demands of this powerful pop culture audience to deliver events with stand-out results for the biggest entertainment brands in the world. Based in London but operating globally, our services include creative, experiential events, exhibition stand design and build, PR stunts, press and influencer engagement and national and worldwide tours.

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Multi-award-winning creative brand experience agency N2O is excited to announce its acquisition by GLOBE GROUPE, the leading European group dedicated to shopper marketing. This collaboration marks a significant milestone for N2O, unlocking new opportunities for expansion, innovation, and success.

Since its inception, N2O has seen incredible growth, delivering creative, standout campaigns across diverse sectors. With GLOBE GROUPE’s support, N2O will gain access to extensive resources, networks, and expertise while maintaining its signature client-first approach.

“This is an incredibly exciting time for our company. We’ve built something special over the past 25 years, and business has never been stronger. By joining forces with GLOBE GROUPE, we’re able to take our vision to new heights, offering even more value to our clients and exploring untapped opportunities. This acquisition allows us to accelerate our growth, while staying true to our creative heritage and innovative approach that has always defined us.”

Terrence Woodward, CEO of N2O

GLOBE GROUPE is known for empowering its network of agencies with the resources and autonomy to thrive, making it a natural fit for N2O’s continued success. The two companies will enhance their ability to lead in the rapidly evolving European marketing landscape, combining local expertise with global reach.

“The merger of GLOBE GROUPE and N2O was a natural fit due to our shared DNA, based on a strong positioning: People x Tech. Together, we are combining our expertise to put people at the heart of technological innovation. We are delighted to incorporate N2O’s British expertise in brand experience creation into our European offering.”

Jeremy Dahan, President of GLOBE GROUPE

About N2O

N2O is a leading Creative Brand Experience Agency that transforms consumers into dedicated brand fans through innovative and immersive experiences. Specialising in Experiential Marketing, Retail Marketing, Social Media & Influencer Marketing, and Smart Mass Sampling, we leverage strategy, planning and insight-led creativity to craft tailored, data-driven campaigns that resonate deeply with target audiences. Our full-service, in-house team of experts, known for their strategic insight, award-winning design, and comprehensive execution capabilities, make us the agency of choice for brands seeking to go beyond the ordinary.

About GLOBE GROUPE

Founded in 2002, GLOBE GROUPE is the leading European group dedicated to Shopper Marketing (communication and sales performance), with strong expertise in the High-Tech, Beauty, Pharma, and FMCG sectors.

Our mission is to support brands in achieving commercial success amidst increasingly fragmented customer journeys. As a true Shopper House, our strength lies in our ability to act on all touchpoints along the shopper’s journey. GLOBE GROUPE employs over 300 people across France, Switzerland, the United Kingdom, Spain, Portugal, and Germany.

Each of its subsidiaries benefits from the synergies of the network and a shared technological innovation hub, allowing them to respond to new consumer behaviours. This unique setup enables us to address the complexities of shopper journeys on both a local and global scale.

GLOBE GROUPE serves around 100 active clients, has a revenue of €107 million, and generated a business volume of €2.5 billion for its clients. In 2024, the group is projected to achieve €150 million in revenue and grow to nearly 500 employees.

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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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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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