Throughout January we’ve seen continued investment in both activation and innovation, an increase in cash reward and prize draw promotions and notably, free gift with purchase offers. Keep watching this space for the rise and rise of the QR code!

Gordon’s – 0.0% Activation

  • Retail activation to introduce new Gordon’s 0.0% gin.
    • Top shelf takeover with aisle fins for standout display.
    • Free branded G&T glass with an iconic recipe on the back – gift with purchase.
    • Surprisingly generic execution with minimal 0.0% message.
    • Promotional video introducing the new product supported with a direct link to purchase in the copy.
    • Support for Dry January followed by product insight and supported with classic style design work.
    • Photo reel compiled of customers enjoying the new product.

 

Aisle Takeover

Owning the yoghurt aisle – Front of mind consumer awareness + demonstration of category leadership.

  • Müller partnership with Asda to engage shoppers with its brands digitally, both in-store and online.
  • Includes digital in-store takeovers and online activations across 35 Asda stores.
  • Installation of screens above yoghurt aisles, showing latest TV advert – potentially a test of Asda’s POS innovation.
  • Static POS aisle takeover across 233 Asda stores.

 

Red Bull – January Jump-Start

  • Strategically aligned with New Years resolutions.
  • Purchase Red Bull with nectar card and sign up using a QR code promotion. Follow by completing 360 minutes of exercise to enter a prize draw for 3600 Nectar points.
  • Fun creative to support key messaging and copy.
  • Tactical integration with Strava, an increasingly popular exercise App.

 

BrewDog – ‘Bosh! AF’

  • BrewDog partnered with bosh.tv, a popular vegan food channel, to launched their new Bosh! AF (Alcohol Free) beer.
  • Timely product release to coincide with Dry January, a trend that was particularly popular this year.
  • The beer was promoted across both BrewDog and bosh.tv channels.
  • As well as helping craft the new AF beer, bosh.tv paired it with their BIG BOSH!BBQ BAGEL BURGER.

 

Kellogg’s – World Sight Day

  • Kellogg’s are trialling new Coco Pops boxes designed to assist blind and partially sighted individuals.
  • The boxes feature a combination of braille and UK-first technology, that allows a smartphone to detect a unique on pack code and then playback the labelling and allergen information to the user.
  • Kellogg’s recognise world sight day in their promotions.

 

Taylors – Free Travel Cup

  • Gift with purchase, free travel cup with the purchase of Taylors coffee bags.
  • Gift pairs well with the convenience of the product and eco-credentials of the brand (reusable bamboo cup).
  • Premium look and feel stands out among an increase of suppliers offering a free gift with purchase.

 

The Vegetarian Butcher – Recipe Cards

  • Messaging ‘What the Cluck’ provides a fun, relevant play on words and boosts shelf stand out.
  • Tear off shelf barker, with a tasty photo on the front and recipe on the back, provides customers with a reason to buy the product.
  • Timely promotion highlighting veganuary on the front of the card.

Absolut – Paper Bottle

  • Prototype bottle being rolled out in UK and Sweden – 2,000 being tested.
  • Aiming to achieve fully bio-based bottle able to contain spirits.
  • 57% paper and 43% recycled plastic – able to be recycled.
  • UK partnering with design and sustainability influencers to drive awareness on social media and giveaway a uniquely numbered paper bottle.

Oreo – Lady Gaga Partnership

  • A-list collaboration.
  • Limited edition pack design makeover, inspired by Lady Gaga’s 6th album Chromatica.
  • Draw to win prizes supported with a shopper competition to win the opportunity to have your ‘stupid love’ rendition mashed-up in a virtual duet with Lady Gaga.
  • QR to access ‘Gagagrams’.

 

Belvita – Prize Draw

  • Chance t win any of five cash prizes from £100 – £10,000.
  • Yellow aisle fin provides strong standout in store.
  • Cash prizes are not new or exciting concepts but they have been proving popular this past month.
  • Lockdown theming of wellness to help connect with customers.

 

QR Codes – On Product

  • QR codes are unique codes recognised by smartphone cameras, that provide a direct link to a webpage at the POS.
  • This increasingly popular and accessible technology is acting as a popular platform for engaging activation ideas:
    • Promotional videos.
    • Cocktail recipes.
    • Links to websites.
    • Audio links for blind and partially sighted.
    • Brand engagement stories.
  • Not everyone has a QR reader so this can limit communication. However as smartphones become more advanced and more affordable, this is definitely a space to watch.

 

Grand Central develops shopper marketing solutions for a host of brands and organisations. For help with planning, designing and building your requirements please contact us at

hello@grandc.co.uk / 020 8546 0150