Big brands from Nestlé are teaming up to give the singles confectionery category a boost with a brand-new on-pack consumer promotion launching this month. Shoppers will have the chance to ‘win a staycation’ every day, plus 100s of days out, during the promotional period.
‘Win a staycation’ will feature on single formats of much-loved family favourite brands to appeal to a broad audience of shoppers, including KITKAT, AERO, ROWNTREE’S, POLO and YORKIE, with stock available from 19th April.
Covid-19 has had a bigger impact on singles confectionery sales than other areas of confectionery. As the format most bought on impulse1 , it has suffered from the reduction in shopper transactions as people have made fewer shopping trips and focused on in-home consumption. Therefore, this promotion is designed with the dual benefit of bringing excitement and added value to the singles category in order to drive sales, whilst also providing a motivating range of prizes to attract the many people looking forward to getting back into the great outdoors, taking holidays, and enjoying days out whilst also supporting local industry.
The promotion will go live on 3 rd May, with a staycation (worth up to £1,500 each) available to be won every day until 27th June. Winners will be able to choose from a range of prizes, ensuring there is something to suit an array of tastes, including forest hideaways, glamping, coastal retreats, cottage stays, city breaks and more. Plus, there are 100s of further prizes of days out (worth £100) up for grabs, including visits to historical sites, treetop adventures, trampoline parks, steam railway journeys, children’s animal farms, city sightseeing tours, escape rooms and more. Prize claimants must follow government travel guidelines, and prizes can be taken up until November 2022 to give winners flexibility and peace of mind.
The prizes are expected to be particularly motivating as the nation looks to return to normal life when the restrictions put in place during the Covid pandemic are lifted. In 2020 the number of UK holidays was 68% higher than in 20192 , and this staycation boom is expected to continue in 2021. In a survey by Kantar, ‘travel’ and ‘spending time outdoors’ were two of the main things people stated they were looking forward to doing most after the pandemic3 .
The campaign will be supported by a £0.5 million digital and out-of-home advertising campaign, driving visibility of the promotion and making these much-loved brands front of mind. The media is expected to reach approximately 46m adults in the UK.