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McCain Launches On Pack Photo gift Promotion To Drive Smiler Sales
McCain Foods is offering free personalised photo gifts as part of its latest on-pack promotion to drive sales of the McCain Smiles and Mini Jackets products.
With the choice of a British-made melamine plate, bowl, cup or coaster, consumers can have their selected item personalised with a photo of their child’s smiling face, in exchange for two unique codes from the promotional packs.
The promotion is running across 5 million packs for eight months from 31st March and includes the McCain Smiles 454g and 600g formats as well as the Mini Jackets 400g pack.
McCain is confident the activity will further drive penetration and give shoppers an incentive to buy.
This year’s on-pack activity follows the success of the Ladybird Books and Crayola promotions in 2012 and 2013 on the Smiles range, the latter of which saw redemption of 198,000 Crayola items.
This resulted in increased penetration, bringing new shoppers into the product.
Mark Hodge, McCain Foods marketing director, said: “We are in a climate where consumers and shoppers are increasingly seeking out additional value.
“On-pack promotions can play an important role in delivering greater value at the point of purchase and engaging shoppers with the brand.”
“Following the success of previous McCain Smiles on-pack promotions, we are anticipating a strong response to this activity because it offers consumers great value and will help drive incremental sales by capitalising on the personalisation trend and offering mums something completely unique.”
McCain Jacket Smiles and Mini Jackets are available from all major retailers.
McCain Smiles are £1.60 for the 454g pack and £2 for the 600g format. McCain Mini Jackets cost £1.50 for a 400g pack.
Goodfella's Taken For A Spin With Alton Towers Smiler Tie Up
Alton Towers Resort has teamed up with Goodfella’s Pizza to launch a limited edition ‘The Smiler’ pizza.
In an industry first, independent marketing agency, Mediator has developed a unique partnership between Alton Towers Resort and Goodfella’s Pizza.
The frozen pizza brand has created a limited edition pizza inspired by the resort’s latest rollercoaster ‘The Smiler’.
The world’s first 14 looping ‘The Smiler’ ride launched last May and features a series of twisted psychological effects including optical illusions and blinding lights designed to mess with your mind and body.
The completely new product features a deep pan baked base with spicy sausage, pan-fried onion and jalapeno peppers, designed especially with thrill-seeking pizza fans in mind.
Those who purchase a Goodfella’s The Smiler pizza will also receive an entry offer, discount off hotel stays and a chance to win a number of VIP packages.
Goodfella’s “The Smiler” pizza will be available nationwide across all three major supermarkets including Asda, Morrisons and Tesco from 10th of March until the end of October.
In addition to the limited edition pizza, an Alton Towers Resort promotion will also run across two of Goodfella’s most popular pizza ranges Fully Loaded Deep Pan and Stonebaked Thin Goodfella’s.
Supporting activity will run via both brands’ digital channels including ‘The Smiler’ hub hosted on Goodfella’s website, and be supported by a consumer press and D2C campaign.
Candida Corscadden of Goodfella’s said: “Goodfella’s fans love our pizzas because of the great taste, quality, range, convenience and value available to them – and this was the perfect opportunity to give consumers something more.
“By working in partnership with The Smiler, Goodfella’s is offering a new exciting product, a unique experience and complementary added value.
“And of course, we know that nothing will work up an appetite quite like a day of thrilling rides with family or friends, so matching up the two experiences felt like a perfect fit.”
Annette Middleton Marketing Manager at Alton Towers said: “The aspiration for The Smiler was always to create a brand over and above the ride itself.
“In working with Mediator we have been able to realise this vision. Mediator’s ability to build a campaign that complements both brands whilst giving the customer something new and exciting, demonstrates their expertise at building truly mutually beneficial partnerships.”
Integrated marketing specialist Allott & Associates Ltd has received a coveted PR gold award for its work in the business-to-business food industry.
Winning the PR gold medal in The National Industry Awards Best For Food & Drink category will further boost Allott & Associates, which has been established for over 20 years and has recently announced significant investment in new staff, IT and digital services.
The BestFor judging panel, consisting of six business owners and directors, awarded Allott & Associates the top accolade for its excellent track record in food related work spanning Europe, the United States, Australia and the Middle East.
Its burgeoning client base includes a major clean label ingredients supplier, a manufacturer of bakery and dessert inclusions, food packaging companies and an international packaging organisation with members in over 20 countries.
Allott and Associates will be using the BestFor PR gold accolade to promote its public relations and marketing capabilities to companies attending Foodex in March and through communications and campaigns during 2014.
Managing director, Philip Allott, said: “The BestFor PR award recognises the contribution and impact our dedicated PR team is making for clients involved in the food industry. I’m extremely proud that their great efforts and client successes have been recognised.”