As summer comes into full swing, we’re seeing more brands moving to capitalise on the busy season through a variety of in-store displays, activations, and seasonal additions to their product line.
At Morrisons, several point-of-sale displays were being utilised in-store to attract shoppers’ attention. The retailer used a balanced set of displays, using floor decals, aisle fins, and overhead signs to direct attention to products and promotions.
Brand takeovers are a good way to engage customers. Especially when it is in the middle of an aisle, where there’s usually less traffic than the end-caps on an aisle.
Promotions in-store
Soft drinks
Savoury snacks
Sweet snacks
Misc.
Alcoholic beverages
Available at the promotional microsite winyoursummerwheels.robinsonssquash.co.uk, this promotion is featured across several of their product lines. The on-pack promotion can be seen on their ‘Fruit Shoot’, ‘Fruit Creations’, ‘Ready to Drink’, and ‘Robinsons Core’ products.
Robinsons is offering a £5 Halfords voucher for all eligible first-time entrants on this promotion and eGift cards in their instant win prize pool, ranging from £10 to £380. In total, there are 3,078 eGift cards to be won.
This combines a ‘gift with purchase’ promotional mechanism with a winning moments mechanic to create an engaging and positive experience for all eligible participants. To sort through eligible and valid entrants, the promotion uses receipt validations as proof of purchase.
Following the instant win portion of the promotion, Robinsons wraps up with a mop-up draw, where all unsuccessful entrants during the main promotional period are entered. Taking place on the 5th September, the mop-up draw then gives away all the unallocated prizes.
Coca-Cola’s ‘Share A Coke’ has been a widely popular marketing campaign by the brand, in part due to the personalisation and interactivity that a campaign like this can bring, as consumers look to represent themselves in the special edition packs.
Morrisons and Coca-Cola have partnered to highlight the brand’s campaign through a prize draw on the promotional microsite, morrisonsshareacoke.co.uk. However, as the promotion ended on 1st July, the microsite can no longer accept entries.
A variety of BBQ equipment, accessories, and vouchers are available to be won in this prize draw, totalling 155 prizes. In-store, this promotion was advertised on aisle fins and shelf stoppers next to the relevant packs that customers needed to purchase to enter the promotion.
To verify purchases and eligible entrants, receipt validation is used to ensure entries are legitimate.
Partnering with the Works to provide 5010 craft bags over the main prize draw and wrap-up draw to winners, Capri-Sun’s on-pack promotion is set to stay live for 3 months from 1st June.
The QR code found on their limited edition promotional ‘superhero’ packs directs customers to capri-sun.com/en-gb/campaigns/Superheroes, where customers can enter, taking them to the promotion’s microsite, gb.caprisunsuperpower.com.
Initially, our Insights team noticed some issues with the microsite. Promotional information, such as the FAQs, terms & conditions, and the privacy policy, was missing. In place of these pages were ‘Lorem Ipsum’ and placeholder text, as seen below. Despite this promotion being a UK promotion, there were references to the Czech Republic and the Czech Koruna on the microsite. This causes further confusion with shoppers and would-be entrants when there are no accessible terms & conditions to verify certain requirements against.
Critical issues like this can reflect poorly on a brand’s credibility, causing low participation and engagement rates, as the issue may be interpreted as suspicious or even illegitimate.
Our team have since reached out about these issues, and they have now been amended and fixed. There are many working parts in building a consumer promotion and it's very important that the right checks are in place before going-live. Our PromoNow platform ensures there's compliance built-in at every step.
To celebrate the Ryvita brand turning 100, there are 1055 cash prizes to be won, including 5 x £1000 prizes. With the promotion staying open from April 2025 to March 2026, entrants can grab a promotional pack anytime during the year to participate in this instant win for an entry and a chance to win in the mop-up draw.
The promotion is available at the microsite, ryvita100years.co.uk, where customers can enter their unique code found on the inside of promotional packs.
This on-pack promotion can be entered via Pringles’ mobile-only, always-on, promotional pages at pringles.com/uk/poptopia.html. To enter, participants need to sign up and make an account, which will give them access to the Summer festival ticket promotion alongside other promotions that Pringles is running on ‘Poptopia’.
Prizes include tickets to various music festivals in the UK. During the main promotional period, 2 prizes are awarded each week until the catch-all draw, which welcomes entries approximately a month after the main promotional period ends.
The Pladis-owned brand, McVitie's, is also celebrating 100 years with a prize promotion on the microsite, 100years.pladis-campaigns.co.uk.
The promotion ran from 14/4/25 to 22/6/25 and consisted both winning moments and prize draw mechanics, with 1,008 cash prizes of £100 and 20,000 75p coupons for McVitie’s packs - both prizes are awarded through an instant win mechanic, whilst the grand prize - a “McVitie’s 100th Birthday experience in London”, valued at £5000, will be given away via a prize draw.
With a supporting promotional page at nestle-confectionery.co.uk/lost-bubbles, Aero takes a fun twist on its reputation as one of the leading aerated chocolate bar brands. This promotion by Aero highlights their unique position in the chocolate category with this ‘Lost Bubbles’ campaign and instant-win prize draw.
In-pack instant wins are very popular with shoppers, despite their usually low win rate. This promotional mechanic, combined with Aero’s £100 daily prize draws, means more participants get the chance to win outside of the 10 instant winners from finding the ‘bubbleless’ Aero bars.
The promotion by Mars Wrigley at extragum.co.uk/supporther returns again this year in partnership with KIND, England Teams, and Women In Sport for the SupportHer promotion.
Supported by on-pack designs in stores, promotional packs are available across several KIND and Mars Wrigley product lines and brands, including Extra, KIND, Galaxy, Milky Way, and many more.
With a total prize pool of $80,000, the main promotional prize winners (77 x £1,000 cash) are selected via daily draws. Similarly, the wrap-up portion of the promotion will also be done via a random draw, awarding 3 x £1,000 cash prizes.
With a daily cash prize of £100 for UK participants, Florette’s ‘Tasty Escapes’ promotion is available for entry at the promotional microsite florettetastyescapes.co.uk - the on-pack promotion uses the batch codes on promotional packs as proof of purchase. Like many other promotions running in the UK and ROI, the prizes vary between the two regions. The UK offers a daily £100 cash prize for every day of the main promotional period - this is given away using an instant win mechanism where the winning entries are verified independently to ensure that winners are legitimate. Whereas, in ROI, there’s one cash prize of €2,500.
For both manual and automated validation, PromoNow’s PromoVision module ensures entrants and winners are abiding by the promotional rules that brands lay out.
Seen off-packs but available in-store and promoted via overhead displays, in this promotion, Old El Paso partners with Weber to bring BBQ equipment and accessories to shoppers this summer.
For every valid entry, the reward for entering is a 20% discount voucher to use at Weber if the main instant win prize is not won by the participant. In total, there are 3,000 Weber Q1200N BBQs available to be won, which will be given away through an algorithmic instant win mechanic with 3,000 prizes out of 600,000 promotional packs.
Using receipt validation, entrants can submit a photo of their receipt alongside some personal details in the form at sizzlingfajitafridayswitholdelpaso.co.uk. After submitting, and once the receipt has been validated, the customer will receive an email to claim the prize.
Sun-Pat, a peanut butter brand, partners with Power League, with a promotional microsite at winwithsunpat.com. Shoppers can submit a photo of their promotional pack of Sun-Pat in the form and enter for an instant win prize. In total, there are 2,365 codes to be won for “60-minute pitch bookings at Powerleague’s UK & ROI official venues”. Winners will receive a unique code, which will show up on screen as well as be emailed to the submitted email address and can be used when booking.
In partnership with and support of Karate Kid Legends (2025). Brands under Premier Foods, including Sharwoods and The Spice Tailor, feature on-pack promotions which direct shoppers to cooklikealegend.com. Purchase of a promotional pack is not required for entry. In total, there are 201 instant-win prizes during the main promotion period and a ‘New York Prize’ for 2 adults and 2 children for 5 nights in a 4* hotel in New York City; any unclaimed instant prizes roll over to the wrap-up draw.
Seen in an FSDU in the store, Hobgoblin holds a gift-with-purchase promotion, giving away free socks alongside the purchase of a pack of 4 Hobgoblin beers. This parallels their Valentine’s Day gift-with-purchase promotion, which gave away hobgoblin-themed cards instead.
This free-to-enter and no purchase necessary promotion by the wine brand, Mud House, owned by Accolade Wines, can be entered at the promotional microsite at mudhousestylishescapes.co.uk. The prize draw has one main prize, a “bespoke holiday worth up to £10,000.”
Celebrating summer, Erdinger has launched promotional bottles of their 500ml ERDINGER Weissbier in UK stores nationwide. The on-pack promotion features a unique code printed inside the neck-collar of the bottles. This code can then be submitted at the promotional microsite, summer.erdinger.com/uk-hefe, alongside a few personal details to enter.
With 350 winning moments and prizes to be given away, this promotion for Kylie Minogue’s wine brand offers various promotional merchandise as the prizes, alongside the grand prize available in the prize draw, which is a 3-minute voice call with Kylie Minogue. Participants can submit an entry at the promotional microsite, winwithkylieminoguewines.co.uk.
The activation uses plenty of engaging gamified elements in the promotional journey, including a spin-to-win for their instant-win promotion, video clips and voiced lines with Kylie Minogue, and a ‘selfie with Kylie’ AR filter at the end.
Featuring unique and eye-catching branding on the shelf, ENGINE Gin has attached an on-pack promotion that leads shoppers to enginegingiveaway.com, where they can enter.
The on-pack features a peel-away sticker which shows the unique promotional code that customers can submit to the microsite to enter the instant win. “500 instant winners” are decided “based on pre-assigned winning unique codes during the Promotion Period” - instant wins with pre-assigned winning codes rather than ‘winning moments’ often go unclaimed - the pack with the winning code may even remain unsold until the promotion ends.
On the promotional sticker, it also features instructions on how to enter, including basic eligibility requirements, but lacks some other significant terms and conditions, such as the promotional period, number of prizes, and entry rules, which may impact the shopper’s purchasing decisions.
To find out how your brand can run a brand promotion with an end-to-end platform. Speak to one of our experts at no cost. Consider using the PromoNow platform. Speak with a platform consultant at +44 (0)20 380 555 38 or email [email protected] to learn more.
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