In this edition of ‘Promotions Seen’, the insights team go over the various brand promotional observations made during their research on the May prize promotions available in Waitrose.
On-pack Promotion - Alcohol Brands
Waitrose has several point-of-sale displays in stores - including free-standing display units from Coca-Cola for their recurring ‘Share A Coke’ campaign.
FSDUs are positioned adjacent to the end of the aisle taking advantage of the high foot traffic.
Shelf stoppers and aisle fins are a great way to highlight certain products to customers. They’re used throughout the entire store and feature across several product categories, but particularly prominent in the alcohol sections.
Some brands are engaging customers beyond the shopper experience and continuing back into consumers’ kitchens and homes with recipe cards and cooking inspiration attached to shelf-barkers. For example, this one by Werther’s Original prompts shoppers to take a recipe card and try using their caramel sweets in the featured recipe.
Available at the microsite winfantasticalprizes.com, this on-pack promotion is a brand partnership between Premier Foods and the Roald Dahl Story Company. The promotion is featured across packs of Mr Kipling, Ambrosia, and Angel Delight with various Roald Dahl-inspired packaging to capture shoppers’ attention.
There are various prizes available for consumers to win, including merchandise and experiences inspired by Roald Dahl’s whimsical stories.
In this no-purchase-necessary promotion - the main promotional period is sectioned into two prize draws, where participants are split into different draw periods depending on when they entered the promotion. There is also a final wrap-up draw after the promotion closes.
In the first prize draw, there are 3 x ‘1st-tier’ prizes and 122 x 2nd-tier prizes to win.
In the second prize draw, there are 2 x ‘1st-tier’ prizes and 123 x ‘2nd-tier’ prizes to win. For the wrap-up draw, 51 winners will be randomly selected and to win a 2nd-tier prize. In total there are 301 prizes to be won across this promotion.
Available at the promotional page, bonnemaman.co.uk/winabowl - this promotion is one of two being run simultaneously by Bonne Maman. ‘Win a bowl’ by Bonne Maman is an instant win, or ‘winning moment’ promotion where entrants find out immediately if they’ve won and is exclusive to Bonne Maman’s mousse product line.
In total, there are 5,000 “Le Creuset 2lt mixing bowl jugs in Cerise” to be won across 6 major retailers.
As proof-of-purchase, Bonne Maman employs unique reference numbers as a prevention method against promotional fraud. Unique alpha-numeric codes ensure that entrants get a fair entry and prevent bad actors from entering the promotion.
Live at the promotional page bonnemaman.co.uk/competition/holiday. This promotion follows the same format as the Bonne Maman promotion as described above and is featured exclusively across Bonne Maman’s yogurt products line.
This promotion also uses URNs, printed on the inner fold of the packaging to protect the codes.
In both promotions, the terms and conditions are also printed on the inner packaging, thus not being visible to shoppers. They would have to tear open the outer wrap to see the terms.
Whilst the URN being printed on the inner side helps to prevent promotional fraud, having the terms printed there as well can be confusing for customers and lead to disappointment if you are unable to check the close-by dates and promotional packs are still available in-store after the promotion has ended.
If you’re looking to protect your next promotion from fraudulent entries, get in touch with one of our promotional experts and see how PromoProtect can be integrated seamlessly into your brand.
Live at the promotional page www.dolmio.co.uk/win, this promotion by Dolmio is an interactive way to incentivise customers to try and use their product. It creates a good opportunity for Dolmio to show off a type of ‘user-generated content’ - real meals made by their customers on their social channels.
Live at the promotional microsite, winwithbelvoirfarm.co.uk, this is an on-pack promotion by Belvoir Farm that uses receipt validation within their entry process.
The promotion uses an instant win promotional mechanic with an algorithmic winning moment to calculate the winners according to the number of participating packs available.
There are 200,000 promotional packs available and “1,240 winning entry positions”. This means there needs to be 200,000 entries into the promotion for all 1,240 prizes to be given away.
This means, there needs to be an entry for every promotional pack for all prizes to be awarded. However, not everyone who buys a promotional pack will make an entry into the promotion, likely leaving several promotional prizes unclaimed and unwon.
In some scenarios, brands may decide to ‘roll over’ prizes to present another opportunity for entrants to win. However, in algorithmic winning moments, some promotions pre-select winning moments and any unclaimed prizes become ‘null and void’.
A promotion by Bear Snacks for their ‘real fruit yo yo.’ product line has a promotional page at, bearsnacks.co.uk/nhm2025 as they partner-up with the National History Museum.
The promotional page uses an iframe to embed the promotional material on Bear Snack’s official site, the source of the iframe embed can be found at promoentries.com/js15313-bear-dino-snores-entry-page. However, an issue with using an iframe is ‘doubling’ which can be visually confusing for users. For example, several scroll bars and several navigation bars on the final promotional page.
This is a ‘good cause’ charity promotion by Horlicks with an ‘about’ page at horlicks.co.uk/pages/alder-hey-2025
Horlicks is donating £75,000 between 8th September 2023 – 30th July 2025 to Alder Hey Children’s Charity. With no purchase necessary from the consumer, this donation is given in 2 parts, a cash donation of £50,000 from Aimia Foods and then, an additional £25,000 from the company’s fundraising activities.
Available at the microsite, winwithkettle.co.uk, this prize draw promotion by Kettle uses barcodes as purchase verification. There are daily prizes and a weekly main prize across 8 weeks.
The form for this promotion is available at the promotional microsite at winwithweetabix.co.uk. This promotion could be classified as a gift-with-purchase mechanic and uses receipt validation to provide proof of purchase.
Cruzcampo Sevilla had two brand promotions running simultaneously, this one seen in Waitrose as well as a glassware promotion.
As seen on the promotional displays, there’s a QR code which directs shoppers to uk.cruzcampo.com/waitrose-fiesta - messaging states that customers need to buy a 10-pack of Cruzcampo Sevilla to enter, however, provides no other significant details such as when the promotion starts or ends, how to enter, nor does it include any participation requirements like location, internet access, age, or a direct link to the promotion.
These are all critical details to include in an ASA-compliant promotion. Especially for promotions where a purchase is necessary, clarification on the rules of entry is important.
Outside of compliance, it can be confusing for customers and disappointing in scenarios where shoppers find out they are either not eligible for the promotion or that the promotion has already ended. This can be remedied by including significant terms on point of sale so that customers can reasonably decide whether or not they should enter the promotion.
With a promotional page available at, uk.cruzcampo.com/WinGlassware - this promotion leverages customizability to interest and engage consumers - entrants are given a chance to choose a short phrase to engrave on the prize pint glasses. No purchase is needed to enter, but Cruzcamp has an age gate in place to check if entrants are eligible.
Previously available at the promotional page jgr.ms/ftwwinter, Jägermeister is re-running their ‘Freeze-to-Win’ promotion this year after receiving over 13,500 entries in 2023. This iteration of the promotion began in 2024 and ended 31st January 2025 but the promotional packs can still be spotted in stores.
Live on the promotional microsite, corona-island.co.uk, this promotion is a mobile-focused experience.
Alongside the primary draw, Corona is also holding separate retailer-specific prize draws within varying dates of entry across 7 retailers. The primary draw run nationwide wraps-up the month-long promotion.
Hosted on the promotional microsite, kopparbergwin.co.uk, this promotion, like the aforementioned ‘Corona Island’ promotion, is a mobile-centric experience.
As a promotional fraud prevention step, there are unique 8-digit codes on the inside of promotional packs of Kopparberg. This partnership with Jet2Holiday allows Kopparberg to offer eligible entrants a £65 Jet2Holiday discount voucher - making for a very enticing promotion as it offers a gift with purchase alongside the main prize draw.
www.greeneking.co.uk/newsroom/keeping-grassroots-alive
Greene King is supporting ‘Proud to Pitch In’ in their ‘good-cause’ grassroots funding scheme. In this charity promotion, 10p from Greene King IPA pints that are sold - as well as 50p from 4x500ml packs contribute to funding grassroots sports clubs.
This promotion by Henry Westons is a recurring promotion by the brand. Available at winwithwestons.co.uk, their promotional microsite. It uses unique 6-digit codes to verify purchases in line with the promotion’s terms.
Alongside the headline prizes, a luxury escape for 4 people - Henry Westons is also offering daily prizes through daily prize draws.
As the official beer partner of the Wimbledon Championships, Stella Artois is currently running a promotion on the microsite tadaexperiences.co.uk/off-trade/qr/cZCSCDVIpJGXG, which includes a national prize draw and separate retailer-specific draws.
Built for a mobile experience, this promotion features a straightforward entry process, starting with an age gate, mobile phone validation via an OTP code, and then entering the relevant retailer in a drop-down menu before the participant is entered into the promotion.
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