Throughout April we’ve seen brands going big and bold with their activations, creating unmissable features both in store and out.  Although, a quiet month overall, and perhaps surprisingly very few Easter related promotions, some FMGC brands left consumers wishing their fake April fools releases were really being brought to life!


Ribena – Let the Good Times Roll

With at home drinking and socialising more relevant than ever, providing the entertainment is a big opportunity to drive sales across all ages

  • Ribena have partnered with Hasbro to offer consumers the chance to win one of 10,000 limited edition Ribena Mini Monopoly boards as well as thousands of other prizes across Hasbro’s classic range, including Cluedo, Battleship and Jenga
  • For a chance to win, shoppers simply purchase any promotional pack, scan the QR code on the collar of the bottle to enter and then roll the virtual dice on the website. If a consumer rolls 2x 6’s they will win a Monopoly board and if they roll 2x 3’s they will win a random Hasbro card or board game

The Singleton – Monica Galetti

Celebrity taste experience positioning provides imagery for strong in-store standout to drive quality perception via food serve association

  • Exclusive to Waitrose
  • The Singleton has partnered with professional chef Monica Galetti
  • There is one prize to be won: A meal for the winner and up to 9 guests at Monica Galetti’s restaurant, Mere, in London
  • The prize includes 4* hotel accommodation and there will be £100 travel allowance per person but the prize must be redeemed between a Tuesday to Friday
  • Winner will be randomly chosen via prize draw


Wolf Blass & Secret Escapes

A partnership which not only delivers luxury but leverages the post pandemic excitement and thirst for travel reinforcing aspirational brand positioning

  • Wolf Blass 2022 campaign is in partnership with luxury travel deals company, Secret Escapes which they have previously worked with
  • Good size promotional stickers, but mixed messaging across comms
  • The winner of the top prize can choose between 2 high premium holidays, 5 runners up will receive a £250 Secret Escapes voucher and 4,000 runners up with receive £25 Secret Escapes credit


Buffalo Trace – Pub in the Park

Optimise the value of the brand’s sponsorship, to help place it at the heart of summer social events

  • Buffalo Trace sponsorship of Pub in the Park, facilitates tickets offer
  • 16 pairs of tickets were available to be won for the winner’s choice of Pub In The Park 2022 events
  • Based on unique codes in large but clumsy neck collars!
  • Shelves still full of promotional stock weeks after the promotion finished


Heineken – Silver

Bold is best for launch awareness.

  • An unmissable aisle floor decal highlighting Heineken’s new Silver beer
  • Die-cut aisle fin with a QR code for further product information


Gillette Exfoliating Bar

No. 1 standout in-store to drive awareness and sales of new product

  • A couple of displays in Asda
  • The at fixture unit on the left literally protrudes from shelving
  • The die cut display on the right demands off-fixture attention glorifier style


Penfolds – Luxury Up-Marketing

Broadening audience and increasing brand saliency via aspirational experience and personalisation offerings to upgrade the brand positioning to luxury status

  • Treasury Wine Estates is heavily investing to upgrade its Penfolds brand positioning, from ‘fine wine’ to ‘global luxury icon’, using gifting and space-inspired aesthetics to show the wine’s broad appeal as well as upgrading its ‘universal’ image
  • From late April, an AR experience will be featured on each box which consumers can use to send personalised messages to others with their wine gifts
  • From the start of May, Penfolds’ Venture Beyond initiative will include a month-long event at London’s luxury department store, Harrods where wine lovers will be invited into Penfolds’ spaceship for an immersive experience!


Pipers – Savour the Moment

‘Win a day your way’ creative positioning provides for great impact in the sector to increase wholesale and on- trade sales

  • New campaign rewarding stockists with the chance to instantly win Red Letter Day Prizes
  • The campaign is running from April through to June, and offers the opportunity to win experience day prizes worth £500 or £100 with every promotional case – 96 in total to be won and all entrants receive 15% Off Red Letter Days
  • Communicated on cases, featuring QR code
  • Supported by digital and trade press advertising, social media and tailored wholesaler promotions and point of sale


Verve Clicquot – The Sunny Side Up Cafe

Place the premium brand at the heart of an everyday occasion (breakfast) to increase relevance and by association affordability bringing

  • The Verve Clicquot Café is celebrating the Champagne house’s 250th anniversary with its latest campaign ‘Good day sunshine’
  • Paying homage to the quintessentially British ingredient, the egg, chef Andi Oliver has created a hero dish to complement the brunch menu fitting for the greasy spoon but with a Veuve Clicquot twist!


Innocent Drinks – Rewilding Trafalgar Square

Big is bold with an unmissable initiative, nicely rooted in the cut-through consumer awareness insight positioning the brand as a leading champion in environmental sustainability

  • Innocent drinks transformed Trafalgar Square into an overgrown garden filled with more than 6,000 plants, flowers and trees to launch their ‘Big rewild’ campaign, under which the brand will help to create and protect natural spaces by planting meadows, fruit orchards and preserving global forests
  • The activation launched following a poll of 2,000 adults, which  revealed that 43% were unaware of rewilding and what it is
  • Three million seeds via plantable seed papers were handed out to help people start their rewilding journey and educate them on the importance of nature in tackling climate change, led by Innocent’s UK partner the Orchard Project
  • Visitors to the site were invited to pick up and rehome one of the plants at the makeover, helping to create further pockets of nature across London
  • There was also the chance to sample the brand’s new, carbon-neutral orange juice


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