Media release archive

Sales are in the bag for retailers with United Biscuits’ biggest ever cross-brand promotion on its bagged snacks range

Date: 26-04-2011

 

United Biscuits UK, a leading manufacturer of biscuits, snacks and cakes, is running its biggest -ever cross-brand promotion on its portfolio of bagged snacks to drive sales for retailers. Kicking off in April, the three-month ‘Happy Days Are In The Bag’ campaign will offer consumers the chance to win ultimate days out at some of the UK’s biggest attractions. The promotion will run across 140 million packs, making it United Biscuits’ biggest ever on-pack snacks promotion.
 
Ten of the best
Running in association with the Merlin Entertainments Group, the promotion is featured on handy packs and multi-packs across ten different brands; Hula Hoops, KP Nuts, Skips, Mini Cheddars, Space Raiders, Discos, Nik Naks, Roysters, Frisps and Wheat Crunchies.
 
The promotion features ten different prizes, one for every brand, and will be won via an instant-win ‘Golden Ticket’. Prizes include Hula Hoops, Win Your Very Own Theme Park at Chessington World of Adventures;Nik Naks, Win An All Access Thrill Seeker Pass at THORPE PARK and Discos, Win A VIP Party With The Stars at Madame Tussauds.
 
For the duration of the campaign, every pack carrying the promotion will feature a half-price Happy Days Out voucher offer for 25 of the UK’s top attractions, including SEA LIFE centres and Sanctuaries, the Alton Towers Theme Park and LEGOLAND® Windsor.
 
Digital and shopper marketing campaign
The promotion will be supported by a dedicated shopper marketing campaign that will be activated in the Grocery and Impulse channels, as well as a digital advertising plan on key portals and social media sites. Plus there is a dedicated consumer micro-site (www.happydaysareinthebag.com) that will hold details of the promotion.
 
Helen Warren-Piper, Marketing Director - Bagged Snacks at United Biscuits, commented: “A lot of hard work has gone into creating our first ever promotion that encompasses some of our biggest bagged snacks brands. It was particularly important that we made sure that each of the prizes reflected the personality of the brand and appealed to consumers who buy it.
 
“Together, these brands are worth more than £250 million to retailers every year and the promotion represent a great sales opportunity. They should make sure they’re stocked up to take advantage of the increased consumer demand that the promotion and advertising campaign will generate.”

 

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