To amplify their ATL campaign and increase penetration of Old Speckled Hen across Tesco, Morrisons and Greene King pubs nationwide, we created an on-pack promotion that didn’t just invite people to “Seek a richer life” - it enabled them to enjoy one, be that a tick off their bucket list or a luxury escape.
To make the promotion reflect the character of the brand, we invited people to hunt out the experiences just as the brand character Harry the Fox hunts out the Old Speckled Hen beer. The creative visually bought this to life, using a fox to drive brand recognition on-pack and on promotion materials.
With two key drivers of participation, gamification and instant gratification at the heart of the promotion mechanic, sales penetration of Old Speckled Hen increased by 14% in participating stores.
- sales increase
- Over 35k
- consumer redemptions
- Biggest On-Pack
- Greene King promo