Upfront were tasked with delivering an on-pack mechanic, exclusive to Tesco, using the Tesco variant of the ‘Classics’ box.
The initial challenge was to ‘add value’ to the box and provide shopper engagement.
Although the Thorntons Classic Collection has been the number 1 selling inlaid selection box on the market for the past 3 years, there was a perception that people were becoming tired of the box and that Thorntons needed to inject some newness into the product to keep it fresh.
The proposition put forward by Upfront was to run a tiered competition promoted via a sticker on the front and a flyer inside the box. The competition was then executed via a website, consumers were directed to it from the flyer, to enter a unique code. Winners for hampers were then selected, at random, on a daily basis and notified via email of their prize.
The promotion ran across 800,000 boxes and we saw over 100,000 people enter this competition over a 4 month period - a staggering 10%+ redemption rate!
Pizza Express / Claim Your Summer
To create a promotion that would help increase footfall in PizzaExpress restaurants over a congested summer of events such as The Diamond Jubilee, Euro 2012 and The Olympics.
To reward customers with a range of offers to help them enjoy the best of the British Summer, providing a 12 digit unique code on-pack and in restaurants with every meal which can simply be claimed online at PizzaExpress.com, with all returning customers receiving a new offer on their next visit / purchase.
We sourced 12 partners for this promotion to provide discounts on both up-market and aspirational offers that would appeal to the PizzaExpress customer demographic, including Virgin Balloons, National Rail, Amazon MP3, AudioFuel and Old English Inns offering up to 50% off on amazing summer experiences.
Nestlé / Fitness Bollywood
Nestlé sought to reinforce the positioning of its Fitness brand by further exposing the Flat Belly program to new and existing consumers using a unique and engaging on-pack & digital promotion.
Exercising is seen by many to be boring and inaccessible. Music and dance are fun and inspirational.
We created 2 bespoke Bollywood dance routines offering to consumers an exciting and engaging way to keep fit whilst appealing to their sense of intrigue and exploration.
* All Packaging and Point-of-Sale designed by Ocean Branding
Gallo Wine / Film Club
We created a partnership with Universal Pictures and Gallo Family Vineyards to launch a film club so friends and family can enjoy the magical experience of the big screen at home whist enjoying a glass of their favourite Gallo wine.
The aim was to engage with Gallo’s existing and potential new audience with a promotion that could be activated through a variety of platforms, including in store, through online & social media, and physical launch party and sampling tours.
To engage with Gallo Wines existing and potential new audiences with a promotion that could also be activated on further platforms.
We created a branded Film Club driven by a partnership promotion with Universal Films, offering a free DVD from the Gallo Film Club website via a unique code found on special bottle kneckers. The Film Club now offers 30 top titles, providing customers with a fun and inexpensive way to enjoy a glass of wine with family and friends.
Members are also able to invite friends to their movie night via Facebook, receive newsletters and access a dedicated microsite for the Film Club, offering film, food, and wine suggestions.