January was a busy month with multiple product launches and in-store visuals in association with Veganury. However, aside from the yearly norms, we have also noticed brands are finally being brave. With lockdown finishing and borders opening up globally, travel is coming back and this is reflected across a wide range of activations. 

Sharwoods –Celebrating Chinese New Year

Reinforcing product authenticity with travel incentive and use of iconic natural imagery, leveraging off of the Chinese New Year occasion

  • Sharwoods are giving consumers the chance to win a stay at the exclusive Port Lympne Tiger Lodge. Only one top prize for a pair/couple
  • There are also 20 runners up prizes of tiger adoption with WWF and a £50 Sainsbury’s voucher
  • Purchased based promotion exclusively through Sainsbury’s via Nectar
  • Really strong, stand out 3D FSDU design

Russian Standard – Win £1,000 Home Styling Vouchers

Delivering a cash incentive in a pandemic safe, aspirational package to drive sales

  • Russian Standard gave consumers a chance to win 1 of 12 £1,000 John Lewis vouchers
  • There were 12 in total to be won, one per week, and the e-vouchers were supplied as 2 × £500 vouchers
  • Weekly runners-up prize draws won a cocktail kit, 12 in total were won
  • Aligning the brand with style in the home

KitKat – Break Free!

The ultimate, post-pandemic travel reward of your individual choice – ‘golden ticket’ mechanic for instant win excitement

  • KitKat are giving consumers the opportunity to win one of 15 x £10,000 Road Trip holidays via randomly seeded winning packs
  • Consumers have tofind a lucky winning bar or pack
  • Holidays must be booked through Cloud Nine Incentives


Pringles – Mind Popping

Offering made to feel really rich with guaranteed reward

  • Confusing proposition statements with ’Free Prize with every can’ and then ‘Free Gift with every can’. Plus ‘enter to win a prize’!
  • Actual requirement is to submit code for winning moments chance of winning and all entries receive a free digital game
  • There are a total of 135 gifts to be won. These are 17 x Tier 1 – A choice of an experience worth at least €300 and 118 x Tier 2 – Speakers
  • Experiences fall into the following categories: Flavour, Accommodation and Adventure and are claimed through Cloud Nine Incentives

Rowse – #FeedTheBees

A no-brainer combination of supporting environmental sustainability with direct relevance to the product. Looks pretty too!

  • Rowse honey launched its #FeedTheBees campaign to help all the different varieties of bees and pollinators, including honeybees
  • Prize draw to win 1 of 100,000 seed packs (90,000 in main draw and 10,000 in mop-up)
  • Consumers have to enter last 4 digits of product bar code to verify purchase – although this code will not be unique
  • Rowse will send out wildflower seed packs for free


Corona – Free Range Human

Engaging consumers with aspirational and intriguing prize incentive with lovely creative positioning and a great example of consolidating the prize offering

  • Corona is giving consumers, with a mission, the chance to go away for a year to live it, paying them in monthly instalments to the total amount of £30,000. Prize also includes 6 x return flights, an allowance towards transfers plus a Canon 850D camera
  • To enter consumers have to tell Corona how they would spend their time as a free range human and there will only be 1 winner
  • The winner must make a minimum of 4 trips throughout the 12-month period and each trip must be a minimum duration of 7 days plus the winner must take 1 trip in every 3-month period, commencing from the date of their first trip. The winner could effectively take 4 x week long holidays and get paid £30,000 for it!
  • The winner must also commit to providing 30 images per trip and 500 words about each trip to be used as content


Veganuary Messaging


Guinness – 22 Pub Light Up

Capitalising on post-pandemic opening up and reinforcing contemporary brand value with stylish multi-sensory experience to increase brand awareness

  • The Glenlivet are hosting a three-part whisky and cocktail tasting experience in complete darkness
  • Consumers will be guided through soundscapes, explosions of vibrant colour and mirror reflections
  • The pop-up is at The Den bar at 100 Wardour Street and is in an infinity mirror room
  • Tickets cost £30 for 2 guests


Sipsmith – Doorstep non-alcoholic cocktails

With the at home consumption experience trend set to stay, Sipsmith delivers an unforgettable experience guaranteed to create a splash

  • Sipsmith is offering consumers the chance to win an at-home cocktail service to showcase its non-alcoholic spirit, FreeGlider, throughout January
  • For the “FreeGlider swancierge service” professional mixologists have been crafting cocktails outside people’s homes or in their kitchens, dependent on restrictions and consumer requests
  • The experience lasts for one-hour and is designed to dedicate the ultimate moment for consumers to treat themselves at home


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