In light of all Covid restrictions lifting here in the UK, out of home and money can’t buy experiences are very much at the forefront of this months activations. Although, Covid certainly hasn’t disappeared. With ‘so many sommeliers and expert tasters losing their sense of taste and smell after catching Covid Kantar, which is apparently causing food and drink to taste different to prepandemic, it will be interesting to see if there’s any impact on shopper purchase choices over the coming months!


Tempus Two – Secret Cinema

Entertainment experience collaboration to enhance brand personality and drive engagement.

  • Tempus Two have created a lovely promotion giving consumers the opportunity to go to Secret Cinema, all expenses paid
  • Consumers text in for the chance to win and retain their receipt. Promotion only running in ASDA and Sainsburys
  • Main Prize is a VIP overnight break in London with tickets to the Secret Cinema’s Dirty Dancing for 2. Prize includes: Return train travel, private station transfers in London, 1 night’s luxury hotel, breakfast, 2x tickets to Secret Cinema’s Dirty Dancing, £500 gift card or voucher for a store of winner’s choice, one hour make up session per person at a leading London department store and one hour hair styling per person
  • Runners up prize package: (5 to be won) 1x Phillips NeoPix Easy 2+ HD Ready mini projector, £5 Amazon gift voucher to buy/rent Dirty Dancing, 1 case of Tempus Two wine (6 x 75cl bottles)

Hendricks – Neptunia

A magical combination of the creative execution and the environmental initiative support to promote limited edition launch.

  • Hendricks distillery has just unveiled a new limited-edition gin inspired by the magic of the ocean
  • Fittingly named after the God of the Sea, Neptunia was created by master distiller Lesley Gracie at Hendrick’s Gin Palace on the Ayrshire coast of southwest Scotland
  • The bottle design aims to embody the characteristic of coast with the waves and mermaid
  • Lovely die cut, 3D FSDU featured in Waitrose. FSDU also includes free bottle bags with every gin purchase
  • Hendricks Neptunia Gin also supports PROJECT SEAGRASS, an environmental charity devoted to the conservation and restoration of seagrass ecosystems

McVities – Golden Buzzer Moments

Reinforcing category leadership with big money can’t buy offering to drive visibility and create noise.

  • McVitie’s has partnered up with Britain’s Got Talent the biscuit brand’s biggest ever sponsorship deal
  • Competition is featured on custom packaging for McVitie’s biscuits
  • Branded FSDU with obvious Britains got Talent association
  • Prizes included tickets to attend Britain’s Got Talent Shows and each prize included £200 cash travel allowance and 1 night accommodation at a 3* hotel for 2 people in Central London. There were also 330 x pairs of personalised BGT mugs to be won
  • Plus 1 pair of tickets to the Season 17 America’s Got Talent Final Performance day and Final Results day in Los Angeles.


Diet Coke – London Fashion Week

Leveraging high end event to help premiumise the brand and elevate its ‘love’ campaign

  • Diet Coke has partnered with London Fashion Week for its new ‘Love What You Love’ campaign which is running across television, out of home and digital advertising
  • The on-pack competition gives consumers the opportunity to win thousands of London Fashion Week related prizes
  • Prizes included fashion vouchers worth £2,000 and £50 and 2 Grand Prizes of experiences each worth £15,000
  • Consumers enter via unique code on pack
  • Voucher companies are: Rodial (Luxury Skincare and Makeup Brand), Harvey Nichols (Luxury Department Store/ Brand) and Alighieri (Luxury Jewellery Brand)
  • The campaign aims to celebrate individuals to ”embrace a positive, unapologetic attitude, by knowing who they are and what they love, staying true to doing things their own way”


Cadbury – Win a Day in their Boots

Another category leader offering money can’t buy prizes continuing to leverage football to drive brand engagement.

  • Cadbury’s new ‘Win A Day In Their Boots’ promotion offers consumers the chance to win thousands of prizes including behind-the-scenes experiences with eight football clubs
  • The eight participating clubs are: Arsenal, Aston Villa Women, Chelsea, Leeds United, Liverpool, Manchester City, Manchester United and Tottenham Hotspur
  • 8 winners will win a behind-the-scenes experience and will also win a signed pair of boots and a VIP matchday experience
  • Additionally, there are 1,500 x £5 Love2Shop e-vouchers and 501 x £10 Love2Shop e-vouchers to be won
  • Win a Day is a winning moments format


Walkers – Only On Holiday

The ultimate, post-pandemic travel offering with lots of chances to win to drive sales and guarantee excitement

  • Walkers and Doritos, have collaborated with easyJet holidays in a new campaign to celebrate the return of holiday getaways
  • The ‘Only On Holiday’ campaign champions the funny things Brits of all ages are guilty of doing. Research conducted, by PepsiCo, has revealed that nearly all Brits (91%) have a ‘holiday alter-ego’ and change their habits to things they’d never usually do at home
  • The competition is on pack and runs across special edition holiday themed packets
  • There are 1080 prizes to be won, 12 each day: 1 x £2,000 easyJet holidays Voucher, 11 x £500 easyJet holidays Vouchers
  • Competition is positioned as ‘Win a holiday every hour!’
  • Watch the video here:



Cadbury – Mean Tweet Shop

Challenge consumer perceptions of plant based range by leveraging negative perceptions to change to positive opinions

  • Cadbury is challenging people sceptical about plant-based products to change their minds through its plant bar pop-up
  • The pop-up was launched following research that found chocolate is the most missed by those adopting a plant-based diet
  • In the “Mean Tweetshop”, located on Bateman Street in Soho, each Cadbury plant bar has been wrapped in limited edition packaging featuring a negative post about plant-based products that had been shared online. Mean messages have also been used to decorate the store
  • Sceptics are invited to visit and “eat their words”. Cadbury hopes that anyone with negative opinions will uncover their love for plant-based alternatives


Heineken – Metaverse Bar

Bringing the metaverse into the real physical world to create an immersive experience to support the launch of Heineken’s virtual only beer.

  • Heineken is opening a metaverse bar in Shoreditch that doesn’t serve drinks of any kind
  • The experience, which takes place on April 7, follows the launch of the brand’s virtual beer, Heineken Silver, “made” in virtual platform 3D Decentraland. Heineken Silver is “on a mission to defend the real thing over the fake” and continues to mock the trend of launching products in the metaverse
  • At the real-life metaverse-themed bar in Protein Studios, guests won’t be served beer, but instead will be able to keep a pixelated prop beer
  • Inspired by the origins of the metaverse, all metaverse bar furniture and decor have a blocky pixelated appearance, staff act as non-playable characters (NPCs), and the bar is sparsely populated
  • All visitors are required to don “low-tech virtual reality headsets” that are shaped like VR goggles but are as high-tech as a pair of swimming goggles


Snug – Boy Band Reunion

Combining retail and entertainment through social media driven promotion to make Snug a culturally relevant brand

  • Sofa brand Snug is hosting a boy-band reunion that 24 VIP ticket winners will get to watch live from the comfort of a Snug sofa
  • The concert will take place on April 12th and will be live-streamed on Snug’s Facebook page and online guests can interact with the bands during an “Ask me anything” Instagram Live session. Prizes and codes will also be on offer throughout the streamed event
  • Consumers can enter the competition via the Snug Presents website by simply entering their details
  • Winners will receive 2x tickets to be used for them and a friend. 24 tickets to be given away in total


Gousto – Flavour Saviour Kit

Support people who have suffered smell loss post Covid

  • Recipe kit provider Gousto has launched a free ‘Flavour Saviour’ box designed to help Covid sufferers retrain their sense of smell
  • The limited-edition boxes contain four jars of fragrance which “help recover a lost sense of smell when sniffed every day”. The scents – rose, lemon, eucalyptus and clove – must be “actively sniffed” every day to help restore the sense of smell
  • The boxes also include a pack of ingredients to enhance the training experience and stimulate the five basic tastes perceived by taste buds: sweet, salty, sour, bitter and umami
  • The boxes were designed with smell-loss charity Abscent



RoboBurger – World’s First Burger Vending Machine

Make fast food even faster!

  • RoboBurger is the World’s First Burger Vending Machine
  • The automated machine occupies around 12 square feet and can make a burger from scratch in about six minutes
  • RoboBurger replicates the same five-step cooking process used at many fast-food chains. When a burger is ordered, an automated griddle grills a grass-fed Angus beef, antibiotic-free, patty and toasts a locally made potato bun. Customers can also customize their order with ketchup, mustard and cheese
  • Find out more here:


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: / 020 8546 0150