In continuation of our persistent documentation of promotional updates, the insights team presents a fresh compilation of invaluable data on brand promotions. In this iteration, we direct our attention to Tesco and brand activations seen in January 2024. Our investigation extends to discerning the promotional mechanisms that brands are currently championing, with examples of in-store promotional opportunities and shopper marketing formats available at Tesco. This article will delve into the in-store promotional materials, evaluate the associated brands, and the marketing strategies enveloping each promotional initiative.
In our exploration of Tesco's promotional strategies, we found that the retail giant continues to value and encourage brand promotions across categories. A favourite among UK compers are Tesco's text-to-win prize draws, where participants can effortlessly enter numerous promotions at the standard network rate. For participants and avid compers alike, engaging in brand promotions is akin to a calculated numbers game. The probability of securing a victory positively correlates with the sheer volume of promotions entered. Promotional SMS platforms, and that includes PromoNow's, utilise automated messaging via SMS with entry control validation, age gating for alcohol SKUs and crucially provides a link back to purchase.
During the January assessment conducted by the insights team, a prevalence of in-store displays dedicated to the upcoming Easter season was observed. The predominant promotional materials employed for brand promotions comprised of Free Standing Display Units (FSDUs). These FSDUs were prominently positioned on the side of the aisle ends, functioning akin to sidekick display units. However, the most frequently encountered promotional tool was the shelf stopper, also known as aisle fins. In addition, a noteworthy abundance of on-shelf displays was noted, with almost every identified promotion displayed in SRPs (shelf ready packaging) that also feature the brand promotion creative and designs.
Tesco promotions seen in store:
These are the new promotions seen at Tesco, not previously featured in our insight articles:
Doritos
Doritos’ Grab A Taste Of The Action promotion started on 31/01/2024 and is due to end on 31/03/2024. A few basic details on this promotion are that it requires a purchase, validated by URN/pack code; and includes promotional mechanics of both an instant win and a prize draw.
With a total of 3,110 prizes, 3,100 of which are cash prizes and 10 of which are trips to the UEFA Championship League Final which is, as labelled by Doritos themselves, the grand prize for his promotion.
As seen in Tesco, this promotion was featured in store with a stand-out on-pack design. However, there were no additional promotional materials or displays accompanying this on-pack promotion.
This is one of the activations PepsiCo has decided to hold in partnership with UEFA now that they’ve renewed their partnership with each other until June 2027.
In their press release statement, PepsiCo are striving to “expand the reach of UCL globally” and will be focusing on activations in the US which has the fastest-growing football market, as well as the Middle East.
Doritos "Win UCL 2024 Final Tickets" promotional pack
Horlicks
Horlicks’ Win Wellness Weekends promotion started on 05/01/24 and is due to finish on 31/03/24. A weekly prize draw mechanic headlines, where a purchase is necessary to enter the brand activation.
The main prize is a wellness trip for any of the following: ‘Luxury Spa’, ‘Glamping Break’, ‘Foodie Break’ or ‘Yoga Break’ of which there are 10 winners. Even if shoppers don’t win, each and every participant are given a gift of a 3-month free trial of the Happy Place App.
As for social media marketing, Horlicks has taken to posting on social media platforms such as Instagram, where 2 separate posts were made. 1 post was also made on Facebook.
Other than the unique on-pack design, Horlicks have promotional packs displayed in shelf ready packaging (SRP) also carrying the promotion. Both the striking on-pack design and SRP help to draw consumer eyes down to the lower shelf location of this product, helped further by the near end of aisle positioning.
Horlicks "Win Wellness Weekends" promotional pack
Mini Cheddars
Mini Cheddars’ new promotions guarantee that ‘Every Pack Wins’. Running from 29/01/24 to 10/03/24. Purchase is necessary, and entry requires a URN code printed near the best-before date. This becomes an opportunity for ‘bad faith’ actors to enter the promotion without buying the packs, meaning that some packs are vulnerable to being used and making them invalid for entry when a shopper genuinely buys the pack to enter.
This promotion uses an open instant winning moment promotional mechanic on the top tier of 8 European trip prizes, ensuring they are very likely to be won. However, the 3,680 other prizes, including travel vouchers at various prices, are not guaranteed to be won, merely "available" to be won, the win rate of the algorithm is not stated - read comper commentator, Di Coke's take on this. If the participant doesn’t win one of those prizes, they’ll receive a 50p off Mini Cheddars coupon of which there are 6,461,637, making the chances of winning anything other than the 50p voucher low.
Promotional packs featured a unique on-pack design and were also displayed in on-shelf display boxes SRPs at Tesco. The packs were placed in the middle of the aisle shelves but were directly at eye level, aka ‘buy level’, making it easy for shoppers to spot and pick up.
It also feels like the advertising and marketing for this promotion were lacking, there was no mention of it on social media or any digital spaces, and the only acknowledgement of the actual competition was the promotional packs themselves and the comping communities.
This promotion utilises both the instant win and prize draw promotional mechanics. With the instant win happening during the main promotional period and the prize draw for the wrap-up period (01/03/24 to 01/07/24).
In total, there are 69 prizes of £2,500 to be won across the main and wrap-up period and 1 prize to be one per day.
In Tesco, although the promotion was placed closer to the centre shelves of the aisle, it was highlighted with aisle fins which is a great promotional material and display to grab shopper attention.
However, yet again this was another promotion that lacked marketing efforts online. Although it was good to see in-store displays, there were no social posts for this promotion. Considering that this promotion runs until July, there’s time for Walkers to release some marketing material at a later date, but it feels like a missed opportunity not to release it as the promotions hit store shelves.
Walkers "Win A £2,500 Payday, Every Day" shelf stopper
Miracle-Gro
This next promotion, Win A £5,000 Garden Makeover, is an exclusive Tesco promotion which uses the text-to-win promotional mechanic. No purchase is necessary for shoppers to enter.
The insights team spotted an FSDU near the end of the aisle for this promotion. This is particularly new and unique for Tesco text-to-win since they frequently run these on their competition page without any in-store displays or advertising. We anticipate that Tesco will be bringing more of its text-to-win promotions into their stores as well. The downside here with the lack of any promotional microsite, is there are limited brand equity building opportunities, and first party data (learn more) points.
Not only was this promotion displayed on a free-standing display unit, but it was on the side of the endcap, gaining a prime spot to grab shopper's attention.
Miracle-Gro and Tesco Text-To-Win (Free-Standing Display Unit) FSDU
