TLC Worldwide UK is thrilled to announce the launch of its exciting summer campaign in partnership with Aldi, which offers free sports lessons to kids across the UK.

The “Get a Taste for Sport” campaign aims to encourage children to embrace a new sport this summer, with over 50 different sports to choose from, delivered by TLC Worldwide UK’s National Sports Network.

The campaign, which is live in Aldi stores across England, Scotland, and Wales, will run from 19th June 2023 until 31st July 2023. Every customer is rewarded when they spend over £30 in store. Participating customers can claim a complimentary kids sports session at one of the thousands of venues within TLC Worldwide’s National Sports Network. Whether it’s skating, dancing, wheelchair rugby, wheelchair football, tennis, squash, martial arts, shinty, shooting, outdoor action sports, water sports, golf, gymnastics, combat sports, football, basketball, archery, badminton, or one of many others, TLC Worldwide UK ensures a wide array of options to cater to every child’s interests, with a range of accessible sports available.

“At TLC Worldwide, we believe in the power of sports to foster growth, build character, and create unforgettable experiences for children,” said John Pearson, Managing Director at TLC Worldwide UK. “Through our partnership with Aldi, we are delighted to provide children with the opportunity to discover their passion for sports through free lessons. We aim to inspire and motivate them to lead active and healthy lives.”

To participate in this exciting campaign, customers need only spend £30 in any Aldi store. Upon meeting the spending threshold, customers will receive a voucher with instructions on how to claim their free kids sports lesson via the campaign website. Full campaign details and terms and conditions can be found at freesportssessions.aldi.co.uk/terms.

As a component of the initiative, TLC enlisted the assistance of influencers to endorse the messaging and contribute to the campaign’s promotion. Additionally, TLC collaborated with sports associations and their ambassadors to enhance the promotion efforts. All promotional content related to the campaign can be discovered by utilising the hashtag #tasteforsport.

TLC Worldwide and Aldi are committed to promoting the benefits of physical activity and fostering a love for sports among children. By offering these free sports lessons, the campaign aims to make sports more accessible, helping children discover new interests and develop valuable skills.

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Superdrug has entrusted award-winning creative brand experience agency, N2O, to bring back its ultimate brand experience in February 2023.

The follow-up event to Superdrug’s uber-popular 2019 health and beauty brand showcase will kick off at The Truman Brewery (Brick Lane) from 24^th – 26^th February. The three-day event – the ‘ultimate health and beauty playground’ and the UK’s largest beauty festival – invites attendees to enjoy free treatments, attend exclusive masterclasses with industry experts, meet with big-name beauty influencers, and immerse themselves in all things health and beauty.

Brands include: Bourjois, Marc Jacobs, BedHead, Ariana Grande perfume, NYX Professional Makeup, CeraVe, Glaze, Britney Spears fragrance, Feather & Down, Nivea, Pantene x Moschino and more. Superdrug’s own Superdrug Healthcare and Superdrug Beauty Studio will also feature.

Matt Walburn, Marketing, eCom, Digital, Customer Director at Superdrug, said: “We are excited to see the return of Superdrug Presents. We know the value of experience for our customers and being able to host an event that brings so many fantastic brands together is something we’re confident they will love. N2O share our vision when it comes to experiential and we can’t wait to see it come to life at the end of the month, it’s not to be missed!”

Clare James, Chief Operating Officer at N2O, said: “This massive event was such a big project for us to work on in 2019, and we’re in a great position to bring it back in this post-Pandemic landscape. It was incredibly well-received in 2019, so to be able to deliver it again and build on that excitement from fans is a fantastic thing. Our talented Creative Team have devised over 30 unique health and beauty experiences for customers to immersive themselves in and it’s bigger and better than ever before!”

Tickets and more information can be found at Superdrug Presents | Superdrug

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The Kraken Black Spiced Rum has partnered with Kinetic, the UK’s leading out-of-home (OOH) agency, to bring the brand’s iconic mythical beast to life on the streets of East London as part of a major new creative 3D OOH campaign.

Activity will run across digital channels throughout the four-week duration of the campaign and influencers will encourage followers to visit the mural for promotional giveaways.

Those tagging themselves with the beast will also be in with a chance of winning a range of amazing prizes, from diving courses to mural masterclasses, as well as free cocktails to redeem at participating bars.

The out-of-the-ordinary execution, named The Kraken Mural, will see photorealistic artwork of the mystical sea beast wrapping its tentacles around the side of The Great Eastern Wall Gallery on Great Eastern Street in Shoreditch. The artwork is set to turn heads of an estimated 2.1 million people who pass by the site each month and encourage sharing on social channels.

The dramatic design will incorporate a unique 3D element, with the Kraken’s terrifying tentacles emerging from the mural to occupy the space above the roof of the building.

The creation of The Kraken Mural began on 16th July, with photography and time-lapse video previewing the artwork across The Kraken Rum’s social media channels as it builds towards completion on 19th July – remaining on display until 12th August.

On 26th July, the brand is bringing back its legendary Kraken Crawl to celebrate the launch of the mural, which will visit five of the area’s most popular bars for its loyal rum fans to sample cocktails paired perfectly with the location to get a true taste of London’s East End.

Suren Sathiaraj, Creative Account Manager for Kinetic Active, says: “We know that the legendary sea beast the Kraken can’t be contained within a mural – which is why we needed to do something unique for this campaign. The 3D element really adds a splash of surprise and drama, bringing the legend of the Kraken to life and putting a creative out-of-home element right at the heart of this multi-channel campaign.”

Kinetic is the world’s largest planner and digital innovator of Out-of-Home advertising, using mobile and social, location-based experiences and in-transit to deliver new ways to make OOH interactive and amplifiable.

Kinetic is a global agency within WPP’s tenthavenue, serving hundreds of agencies and brands.

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Global brand experience agency TRO has been appointed to deliver the UK national consumer launch of the new BMW X2, the automotive manufacturer’s Sports Activity Coupé (SAC).

Aimed at an adventurous target audience, TRO has devised a bold experiential campaign for the X2 launch, which sees a partnership between BMW and top urban climbing or bouldering centres across the UK.

Entitled the BMW X Climb, the roadshow campaign will appear in five locations nationwide over the next two months, each featuring integrated activations within the urban climbing centres. Activity in the respective venues culminates in the BMW X Night, which features key bouldering influencers performing demonstrations and tricks against a backdrop of lighting and UV projections – along with DJs from BMW’s Global Radio partnership.

Emily Latham, Experiential and Sports Marketing Executive at BMW UK, says: “The new BMW X2 is designed to allow people to go beyond the everyday commute and get adventurous. TRO demonstrated a deep understanding of the model’s target audience and has devised a campaign to really get under the skin of a whole new demographic. The campaign is an exciting precursor for our Snowbombing sponsorship, and we’re very much looking forward to engaging with consumers across the country.”

Laura Burroughs, Senior Account Manager at TRO observes: “We were incredibly energised by BMW’s exciting brief for its new X2. Our nationwide activity has experience at the very heart of it, and we hope to realise great brand affinity through a campaign that fully resonates. Previously reserved for expert rock climbers, younger audiences are now using bouldering centres as a social alternative to a gym, so we hope to reach consumers in a really effective way.”

The BMW X Climb activity runs from March 23rd to April 15th at bouldering centres in Sheffield, Bristol, Edinburgh, London and Newcastle.

TRO is a brand experience agency which creates immersive experiences which can incorporate live events, partnerships, retail and creative technology. TRO is an Omnicom Group company.

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Branston, the UK’s best-selling pickle brand, has launched a new Pickle Pioneers campaign as part of a wider marketing strategy to encourage consumers to use the product as a cooking ingredient. The aim of the campaign is to engage a new audience of food enthusiasts and encourage consumers to use the product in home cooking through an on-pack promotion and an online competition.

As part of this campaign, Branston has partnered with three food bloggers to create a series of recipes to educate consumers on the versality of using Branston Pickle to add flavour to meals and inspire new and exciting ways consumers can enjoy the product. The content is hosted on a bespoke website for the campaign, www.picklepioneers.co.uk, which features step-by-step videos of the three bloggers’ recipes: Helen’s “Spaghetti Bolognese”, Lisa’s “Cottage Pie” and Dan’s “Chicken Marinade”.

The campaign will be amplified through an in-store on-pack promotion, where one million on pack stickers will be added across Branston’s key lines of Original and Small Chunk pickle jars displaying the bloggers’ recipes.

When purchasing the product, consumers will be encouraged to share how they use Branston in their recipes across Instagram and Twitter, using the hashtag #PicklePioneers. They will be automatically entered into a competition to win £500 worth of cooking kits. Starting in March, this on-pack promotion is set to further encourage people to use Branston as part of their home cooking repertoire.

Lorna Kimberley, Head of Marketing, Mizkan Euro, says: “Our objective with this new campaign is to drive frequency of purchase amongst a captive audience of food lovers. We know through research that consumers are already using Branston in a variety of dishes from Spaghetti Bolognese to traditional favourites such as Cottage Pie. We want to highlight Branston’s versatility and show how it can be enjoyed in many ways beyond the traditional sandwich. Our bloggers highlight how easy it is to add a dollop of flavour to your dishes and we look forward to seeing how other Branston fans experiment with Branston in the kitchen.”

The Branston brand is owned by Mizkan Euro, the European subsidiary of Mizkan, a privately-owned Japanese business started in 1804, which is the number one Sushi seasoning supplier in the world. Mizkan is a global business with over 210 years’ experience in producing high quality products. Mizkan Euro brands include Branston Pickle, Hayward’s Pickled Vegetables, Sarson’s Vinegar and Dufrais vinegar.

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Regulations governing how social media influencers advertise products online are confusing and unclear, with the UK public overwhelmingly believing the system should be more transparent, new research reveals.

The comprehensive survey into influencer marketing was carried out on behalf of Prizeology, a prize promotions agency specialising in promotional regulation and compliance. The survey looked at how the public perceive rules and regulations around influencer marketing.

The research, carried out on 2,015 members of the general public, looked at influencer marketing on social media platforms covering Instagram, Facebook, Twitter, YouTube and Pinterest. It overwhelmingly revealed a worrying lack of knowledge around the rules governing advertising by influencers.

A huge majority – 71% of people – wrongly believe that there are no regulations surrounding influencer marketing. Nearly two-thirds (61%) believe that influencers do not have to state that they have been paid to talk about a product – which is incorrect, because under consumer protection legislation, influencers must state if they are being paid to promote a brand’s products. The CAP Code, the code of conduct which is part of the UK’s self-regulatory system covering advertising and marketing in the UK, reflects and reinforces the legal position, and a number of complaints against brands have been upheld by industry regulator the Advertising Standards Authority for insufficient clarity in publicising commercial relationships with bloggers, vloggers and other social media influencers.

Half (49%) of the UK public were unaware of the relevant language or tags like #ad which are supposed to appear on paid-for posts to show that paid-for product promotion is involved; 33% of these were young people aged between 18-24, which suggests consumer confusion is not restricted to the older age brackets.

The research also clearly showed that the general public believes that they should be informed if people are being paid to promote products: 88% of the survey sample agreed with this statement, with 60% agreeing that their perception of a brand is improved when they are transparent about product promotion.

Sarah Burns, Managing Director of Prizeology and an expert on compliance and regulation in the promotional marketing sector, says: “The results are extremely interesting and overwhelmingly show a shocking lack of knowledge and confusion amongst all age groups – including teenagers – about the way that brands use social media influencers to advertise their products.”

Well over two-thirds (71%) of those questioned felt that more should be done to force disclosure.

Brands are also in danger of having their reputations damaged by lack of transparency, with 44% of those surveyed saying they felt that influencer marketing is damaging and 66% of people agreeing that their perception of a brand improved when they were transparent about product placement. Burns comments: “This should be a wake-up call to brands to make sure that they are acting within the rules when working with influencers. The public do not want to be duped and brands could suffer as a result.”

She concludes: “It is clear that this is an area of promotion that is growing rapidly, and the regulations need to be enforced more rigorously to keep pace with its growth. Now is the time to take action. I know the Advertising Standards Authority has committed to comprehensive education and enforcement this year, and our research shows that this would be welcomed by consumers.”

The survey of 2,015 people, representative of the UK by age, gender and region, was conducted by Vitreous World Ltd for Prizeology between January 30th and February 2^nd 2018. A white paper and full breakdown of the survey and results can be downloaded from the Prizeology website.

Prizeology is a prize promotions agency working with brands to engage customers. It specialises in compliance and best practice and helps brands and businesses run prize promotions which stick to the rules and regulations.

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Savoury snack brand Mattessons Fridge Raiders has partnered with the world’s biggest gaming franchise, Call of Duty, for the launch of Code Strike, a mobile game that will test gamers’ code breaking skills.

The promotional campaign supports the global launch of Call of Duty WWII. It was created by Saatchi & Saatchi London.

Special promotional Call of Duty packs of Fridge Raiders will also be available on shelf with UK exclusive 2XP codes which will enhance the gaming experience. These codes can only be redeemed by downloading the Code Strike app.

Set within Bletchley Park during WWII and created in partnership with Bletchley Park Trust and The National Museum of Computing, Code Strike features numerous puzzles which have all been specially designed to test key abilities required to be a real code breaker, such as: reaction speeds, memory recall and reasoning plus computational thinking.

The game has been designed to reflect and celebrate Britain’s history of code-breaking and in particular the efforts of the Allied war effort during WWII. In 1942, Bletchley Park recruited a team of code breakers with a cryptic crossword featured in The Daily Telegraph. It was in this iconic location that Alan Turing, regarded as the father of modern computing, and other Allied code breakers broke the German Enigma code.

Included within Code Strike is a hidden challenge that only the most capable of code-breakers will be able to unlock. In partnership with Cyber Security Challenge UK, an initiative established to strengthen the national pool of cyber skills, 15 elite codebreakers will be fast tracked to a prestigious face-to-face competition, and could even be recruited into the next generation of cyber defenders.

Building on last year’s campaign, Snacker Hacker, which taught 70,000 coding lessons to teen gamers, this initiative is the fourth campaign from Fridge Raiders to target the gaming community.

Alastair Gibbons, Senior Brand Manager at Mattesons brand owner Kerry Foods, says: “Our ambition is to make fridge raiders to gaming what popcorn is to film. Over the past five years we’ve seen significant commercial and brand-health growth from targeting gamers and we’re excited to see the success of our Call Of Duty partnership over the next coming months.”

Will John, Creative Director at Saatchi & Saatchi London, adds: “We’ve always looked to collaborate with gamers, to showcase their creativity and skills. We’ve let them co-create a meat-snacking helmet. We’ve helped them develop an A.I. robot. We’ve even taught them how to code. Now we’re powering them up into code breakers.”

The campaigns are rooted in research that revealed that 61% of UK teens game and snack after school – and that when they get home, they open the fridge door first. This latest work supports Mattessons’ ambition to make Fridge Raiders the ultimate protein-rich gaming snack for hungry teens.

To launch Code Strike, three 30 second films have been created for VOD and Social, targeting gamers on Twitch and gaming YouTube channels and will also appear at DOOH sites at Tesco and ASDA stores nationwide as well as in selected Student Unions.

Continuing the relationship with YouTuber Ali A, which began with the successful FRHANK campaign for Fridge Raiders in 2014, Mattessons has created a Facebook live event to launch the app.

The Code Strike APP is available now to download on iOS and Android.

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Princes has launched an integrated marketing campaign, ‘So Good. So Simple’, to support its canned fish and fruit product ranges.

Reaching at least 8.4 million consumers, the initiative will involve a partnership with some of the UK’s largest radio stations, social and digital media, in-store sampling, coupons, a new website with improved user experience and the renewal of the brand’s successful partnership with celebrity dietician Lucy Jones.

The activity has been driven by consumer research and trends showing that shoppers are looking for tasty, easy and nutritious meals. It demonstrates how Princes meets those needs while encouraging them to increase their repertoire of dishes made with canned fish and fruit.

Neil Brownbill, Marketing Director for Princes Limited, says: “We have put an integrated marketing strategy in place to ensure we reach families through engaging content via channels that they most actively consume.”

The campaign will promote Princes Tuna Chunks in Springwater and its range of Tuna Fillers as simple, tasty toppings for jacket potatoes, alongside Princes Mackerel and rice as a quick protein and Omega 3-rich meal solution for busy lives.

Consumers will also be encouraged to try Princes Peaches, Mandarins and Mango with Juice – which are packed from fresh and contribute to one of your recommended five-a-day – as a convenient breakfast with yoghurt.

Brownbill adds: “We are confident that this campaign will provide a valuable boost for the brand and wider category.”

The campaign launched at the end of September and runs until March 2018, the activity builds on the success of the brand’s 2016 marketing initiatives which contributed to increased value sales of more than 12% on the featured lines across Princes Fish and Fruit products.

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Peroni Nastro Azzuro is putting its rich Italian heritage centre-stage in a social media and influencer content-based campaign developed for the beer brand by integrated marketing agency HeyHuman in support of this year’s House of Peroni residency, which is being managed by M&C Saatchi PR.

As part of Peroni’s ‘Infused with Italy’ campaign, the brand whisked three creative minds and three leading mixologists off to the picturesque region of Liguria, to explore new citrus flavours and create three original Peroni cocktails.

As well as creating a set of stunningly beautiful brand and influencer content pieces that live under #InfusedWithItaly, the campaign brings to life Peroni’s Italian heritage and works hand in hand with this year’s House of Peroni residency, a pop-up venue in London’s Shoreditch.

Federico Doldi, a mixologist at the Chiltern Firehouse, was partnered with Nik Southern, founder of East London florist, Grace & Thorn. The pair were whisked off to Liguria, where they explored the Peroni Ambra’s chinotto groves and developed their own chinotto-inspired Peroni cocktail.

The second pair, Mia Johannson, owner of Bar Swift, and George Greaves, a Bristol-based freelance illustrator, were taken on a tour of Genoa, where they discovered the city’s bar scene and visited its famous fruit market, Mercato Orientale, which is renowned for its selection of bergamot. The pair then developed a cocktail using the bergamot fruit and Peroni Nastro Azzuro’s gluten free beer.

Peroni Nastro Azzuro also invited scent experts Niko Drafkos and Paul Firmin from Earl of East London and Davide Manzi, a mixologist at London Edition, to the Italian coast. The team travelled to Sestri Levante, a seaside town in Liguria, and met with a gelato maker to learn about the region’s attachment to lemons. Taking their inspiration from the trip, the trio crafted a lemon-infused Peroni cocktail.

Ben Lock, business director at HeyHuman, says: “Peroni is one of the world’s most popular beers, which has always been known for its style. The ‘Infused with Italy’ campaign was a way to communicate more of the brand’s unique provenance and heritage to a wider audience.”

Each journey to Liguria has been filmed to create a teaser film and three 20-second shorts that will be shared over Peroni’s social channels.

HeyHuman is an integrated, independent creative agency with specialisms in brand, content, social and experiential. Current clients include: Sony, Unilever, Diageo, Slimfast and Mondelez.

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Low-cost airline easyJet has partnered with the Netherland Board of Tourism and Conventions to promote its flights to the Netherlands via a pop-up, ‘Café van der Sprinkles’, which opens in London’s Leicester Square from Friday 22nd September to Sunday 24th September 2017.

The activation will give people the opportunity to experience the culture of the sixth happiest country in the world, according to the World Happiness Index, and in particular its traditional sweet breakfast delicacy, ‘Broodje Hagelslag’ (apparently known as ‘fairy bread’ in the UK).

Broodje Hagelslag is sliced bread which is then buttered and covered in sweet sprinkles. According to easyJet and the Dutch tourist board, 750,000 Dutch people eat it every day for breakfast, accounting for more than 300 million slices every year, a statistic which they suggest is related to the country’s score on the happiness index.

The pop-up will feature a DIY broodje hagelslag café, a beauty parlour with sprinkle treatments on offer and edible versions of Dutch art masterpieces created by food influencers The Meringue Girls.

Upon entering through a plane door, visitors will find themselves in the brightly decorated Sprinkle Café. Guests can order from the ‘DIY sprinkle menu’ choosing their preferred base, types of sprinkles and Dutch art template, giving them the opportunity to create their own masterpiece such as Van Gogh’s Sunflowers.

Guests will also have the opportunity to win flights to Holland – they will be able to enter by sharing their snaps of the pop-up on social media with the official hashtag #SprinklesCafé.

easyJet flies to Amsterdam Airport Schiphol up to 36 times a day from across the UK.

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