A set of three festive recipes and the chance to win a Free Limited Edition Cake Tin are just two of the alluring offers currently available to baking enthusiasts who check out the latest brand promotion from Billington’s, makers of Natural Unrefined Cane Sugar products.


Packaging and promotion specialists Denny Bros have worked with integrated creative agency BD Network to prepare a highly-visible on-pack promotion for use on three of Billington’s products – Light Muscovado, Dark Muscovado and Molasses cane sugars.

The perfectly-presented 16-page Fix-a-Form gives stunning recipe ideas ranging from Rich Molasses Fudge to Muscovado Glazed Ham; and also gives details of how purchasers of Billington’s products can claim a Free Limited Edition Cake Tin with two promotional Fix-a-Forms from the marketing campaign. The delightfully-embossed cake tin is available to those who enter the two promotional codes found on the last page of the Fix-a-Form.

‘There is a growing trend for home baking, and with Christmas a key period for baking, Billington’s are able to capture consumers in store with the cake tin offer’, explains Victoria Tran from BD Network which drives multi-channel brand ideas on behalf of clients across the globe.’

‘Billington’s is a quality brand offering a real product benefit to consumers. By creating cut-through in store with the on-pack promotion, we are then able to engage and educate them about the unrefined vs refined sugar, and motivate them to taste the difference that Billington’s Unrefined Sugar can make to their baking.’

This is the first-time that Billington’s has used a Fix-a-Form leaflet label on-pack. The decision to use this format was based on the requirement to link the cake tin promotion to purchase without changing the packaging or merchandising in store. At the same time, it was important to maintain the quality of the brand. The Fix-a-Form provided a secure leaflet to hold the URNs while also providing additional space to engage consumers with exclusive Christmas recipes.

The promotion is running on the three sugars suited to Christmas baking, encouraging trial of not only the Muscovado range, but also Billington’s Natural Unrefined Molasses, the only molasses sugar in the market.

Speaking about the partnership between Denny Bros and BD Network, Natalie Bonner from Denny Bros said: ‘We are extremely proud to be associated with this delightfully-indulgent marketing campaign.

The Fix-a-Forms are printed to the highest quality standard and look exceptional when applied on the front face of the pack in the position of the distinctive Billington’s logo. This promotion exudes quality. It is converting more customers over to this premium brand to create sales uplift – while providing valuable customer engagement at the same time. It’s the ultimate outcome for any on-pack brand activity.’

Denny Bros Ltd

Natalie Bonner

Tel: 01284 701381

Email: natalie.bonner@dennybros.com

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age