On Pack Promotions

In the fast-moving consumer goods world, on-pack promotions are a proven way to stand out on crowded shelves and drive purchase decisions. Whether it’s a free sample, instant win competition, multi-buy offer, money back guarantee or exclusive content, our on-pack campaigns add value that shoppers can’t ignore.

We design creative, compliant, and commercially savvy promotions that not only boost trial and loyalty but also align perfectly with retailer requirements helping your FMCG brand win in-store and online.

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Need to brush up on your on-pack promotions? Some of the most common questions are below.

What exactly is an on-pack promotion?

An on-pack promotion offers an incentive advertised directly on or in the product’s packaging (e.g., a competition entry code, a free gift, or a cash-back offer). They offer customers something extra (a prize, a discount, or a sample), ensuring your product stands out instantly against the competition.

Why are on-pack promotions a good choice?

Your brand needs to win in a crowded retail environment. Research shows that 76% of all purchase decisions are still made at the shelf edge (Dunhumby), and this is the critical moment where on-pack promotions deliver an immediate incentive. On-pack promotions offer four key advantages:

Instant sales lift: Directly influences customers to choose your product over competitors, leading to a quick revenue uplift.
Valuable customer data: Digital mechanics (microsites) capture first-party data, allowing you to build detailed customer profiles for future marketing campaigns.
Retailer engagement: A strong promotional campaign can excite your retailers, making them more likely to grant you incremental shelf space in-store, boosting visibility.
Customer retention: Offering rewards builds brand loyalty, turning one-time buyers into repeat customers.

What are some common types of on-pack promotion?

On-pack promotions can come in many forms, some common examples are below:

Digital win experiences: Driving consumers to a secure promotional microsite and using unique codes or proof of purchase validation to verify their participation before revealing if they have won a prize. Gamification or Augmented Reality (AR) experiences can be used to further increase excitement and engagement.
Value-back: Cashback, money-off coupons, or rebate offers are always a popular tactic. These types of prizes can also be fulfilled via a secure online promotional microsite, helping to lessen the load of fulfilling prizes.
In-pack: Physical items or samples included inside the packaging.

When should you think about running your on-pack promotion?

There’s no single best time to choose, though your promotional campaign should be timed strategically to optimise the impact it has, think about targeting some of the below times:

New product launches: Use an on-pack offer to reduce customer risk and encourage immediate trial of a new line.
Seasonal peaks: Align with key calendar events (e.g., Christmas, summer holidays, Halloween) to capture high foot-fall traffic in your category.
Events and occasions: If you have a partnership or sponsorship associated with your product then leveraging it to run an exciting on-pack promotion can be a great way to extend its original value.
Always-on: Finally, think about implement rolling, sequential on-pack promotions across product lines to maintain continuous engagement and sales momentum throughout the year.

What expertise do you need to run a successful on-pack promotion?

Running an on-pack promotion successfully requires specific expertise. Deadlines are often fixed by packaging print schedules and there’s plenty of other areas where ‘surprises’ can happen. You need an agency who can manage the entire process, including:

Promotional campaign strategy: Creating a promotional concept and plan that is relevant for your sector, retailers and consumers, ensuring you deliver as much impact as possible.
Secure digital build: Developing fraud-proof promotional microsites and advanced technology for proof of purchase validation.
Compliance: Providing legal advice, managing terms & conditions, and ensuring regulatory adherence (e.g., ASA CAP Code).
Logistics & fulfilment: Handling prize sourcing, secure storage, and efficient distribution (from cash transfers to physical or experiential prizes).

Ready to launch your high-impact on-pack promotion?

We are Grand Central Creative, experts in driving sales through insight-led shopper marketing, brand activation, digital, and events.

On pack promotions