It’s the festive season, so it’s no surprise that lots of brands are leveraging the gifting trend! We have, however, noticed a disappointing level of creativity in-store, with the majority of activations focusing more on ‘pile them high’ visual merchandising. 
 
Experimental initiatives rose to the occasion and are as joyous and Christmassy as ever! 

 

Cadbury’s – Secret Santa

Tapping into family traditional behaviour to drive seasonal sales with charitable support

  • Cadbury is acting as a Christmas chocolate courier with another year of their Secret Santa postal service
  • To be involved consumers visit a Secret Santa post office, buy one of Cadbury’s limited edition bars and simply fill in their details and Cadburys post it for free
  • The campaign is running in most major cities including London, Manchester and Edinburgh
  • The promotional products are available from many grocers across the UK
  • Cadbury have partnered with the Trussell Trust and for every chocolate bar posted, Cadbury will match the gift with a donation of a second bar to a food bank

Malfy Gin – Free Bottle Gift Bag

Creative treatment of heroing the serve is impactful to drive brand stand out for festive gifting purchase

  • The Malfy gondola stands out really nicely instore with the structure of the boxes and appealing imagery
  • The free bottle gift bag with every purchase is very much in line with the festive season
  • Supported by price reduction across the range

Coca Cola – Win a Meal, Give a Meal

A twist on a charitable offer with generous occasion related donations

  • For a chance to win, consumers have to buy a promotional pack and enter the unique 10-digit promotional code found on pack
  • The prizes are as follows and can be won on an instant win mechanic. 4,300 x £10 e-vouchers to be used in any of the selected food retail outlets, 1,000 x £20 e-vouchers, 600 x £25 e-vouchers
  • Every time someone enters the promotion Coca Cola donates a meal to food charity FareShare

Federico Paternina – Rioja Wine Chest Gift Set

Old mapped, traditional travel themed gift box driving wholesale gifting purchase

  • Costco tailormade
  • An attractive keepsake box as a gift with purchase
  • A nice stand out in store when stacked at the end of the aisle
  • Great for gifting over the festive period

I Heart Wines / Mionetto – Dual Brand Gift Packs

Wrapping up big night in occasion as a gift across various audiences

  • Sainsbury’s tailormade
  • Store foyer big display
  • Individual offers placed in one display:
  • ‘I Heart Wines’ movie night kit including pop corn and a pop corn bucket
  • Mionetto partnership with Godiva chocolates to include 3 bars of Godiva milk chocolate
  • Products supported by social media advertising

 

Camden Hells – Giftnosis

Make beer the best Christmas gift by flexing brand personality over the festive season

  • Camden Hell’s Giftnosis is their first ever Christmas ad with the message to ‘giftnotise’ to the worst gift givers out there into thinking fresh this festive season. AKA buying Camden Hells beer instead of other things
  • ‘Put down those unwanted socks! Drop the toiletries gift sets! Forget the bath bombs!’
  • Flagship display window for PR support of Camden Hells’ ATL Christmas campaign
  • Watch video ad here: https://www.youtube.com/watch?v=5wKiGsebBCY

Bombay Sapphire & Kodak

Aspirational partnership enhancing brand creativity positioning to increase brand awareness and email opt ins

  • Bombay have designed these sets to ‘inspire cocktail lovers and art enthusiasts to channel their own creativity this festive season’
  • Each set includes a 70cl bottle of either Bombay Sapphire, Bombay Sapphire Sunset or Bombay Bramble, a Kodak Instant Printomatic camera in a matching colourway, an A6 photo album created with each artist’s unique design, as well as a QR code giving giftset recipients exclusive access to seasonal cocktails made with their chosen expression of gin
  • Bombay are giving consumers the chance to win won of 3 sets by simply entering there details into the online form
  • Beautiful delivery, it’s a shame it’s not a bigger activation

 

Pile High, Sell Cheap! 

 

Guinness – 22 Pub Light Up

Celebrate pubs as the beating heart of communities and helping to make them a destination

  • Guinness is lighting up 22 pubs to celebrate their role as community hubs during the festive season
  • They’re underpinning this campaign with their Guinness Raising the Bar programme which supports publicans and bar staff throughout the pandemic. The fund has provided financial support, social distancing equipment, PPE and pub necessities
  • The campaign will also involve the Guinness pub choir taking over the soundtrack to the Guinness Christmas ad, a re-release of Abbott Mead Vickers BBDO’s “Welcome Back #LooksLikeGuinness
  • There are digital out-of-home executions in railway stations across the UK to generate excitement and drive footfall

 

Malibu – A Very Malibu Christmas

Festive campaign to drive association with winter season by placing the brand at the heart of Christmas celebrations and gifting

  • Malibu is letting consumers know it’s not just for summer by running Christmas activations
  • Guests are invited to have a ’Very Malibu Christmas’ with festive serves at its winter pop-up, touring Cardiff on 11 December and Liverpool on 18 December
  • Guests can sample a Pina Colada, Malibu Hot Chocolate or a Watermelon Snow-Jito, before stepping into an oversized advent calendar to find out whether they have been naughty or nice this year. Prizes for those on the “nice” list range from branded glassware to a bar tab at restaurant Las Iguanas and items from its new festive fashion range
  • The fashion range is also available online and consists of furry bucket hats, fluffy stockings and faux fur sliders, inline with the 90’s fashion trend

Branston – Pickle Postal Service

Combining gifting with festive postal behaviour to drive gift purchasing over the festive period

  • Branston Pickle is going into the postal business this Christmas, inspired by the fact many expats in Europe find it hard to get their condiment of choice over the festive period
  • The ’International Pickle Post’ experience enables people to send a jar of Branston Pickle across Europe and bypass the Christmas Post Office queues. Free delivery can be made to the UK, France, Germany, Italy, the Netherlands, Spain and Ireland
  • The pop up at Gabriel’s Wharf on London’s South Bank will also stock Branston Pickle-themed items such as scratch-and-sniff cheese and pickle stamps, limited-edition Branston Pickle wrapping paper and “cheesy” Christmas cards
  • The International Pickle Post service is also available online and popping up at selected Sainsbury’s stores across the UK

American Express & Covent Garden

Drive footfall to Covent Garden with experience to encourage consumers to shop on high streets

  • American Express winter world on Floral Street offered shoppers the chance to take a break from shopping and immerse themselves in an “enchanting” winter world
  • Visitors could enjoy an icy beverage or “snowcone” at The Drift, the lounge’s snow-topped bar, receive a gift-wrapping tutorial from an expert, attend a snow-globe-making workshop within the lounge, or snap a festive picture at a Christmas lights experience
  • To support the partnership, until 24 December, eligible American Express cardholders can receive a £10 credit when they spend more than £50 in multiple transactions at Covent Garden’s 100-plus participating shops and restaurants

 

Best Alcohol Advent Calendars

 

Limited Edition Bottles – Lots of sparkle this year!

 

Best Boozy Baubles

GrandCentral develops innovative 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