UBUK kicks off football activity to boost summer sales
United Biscuits (UBUK) is launching a new McCoy’s promotion for football fans this summer that will drive sales for retailers. UBUK is also introducing a new 150g sharing format to the McCoy’s brand to help retailers capitalise on the growth in the sharing occasion and which are perfect for football fans watching games at home.
McCoy’s is launching its football on-pack promotion in April to engage with men’s men across the UK. The brand will be encouraging fans to go online to www.mccoys.co.uk/football3dtv to enter into the banter and debates on football for a chance to win a 3D TV every day as well as a year’s subscription to leading sports channel ESPN. As well as potentially winning a 3D television, consumers will receive a 10% discount at Sports Direct with every pack purchased. The campaign will be promoted online via social media sites, including Facebook.
Sharing the love
The promotion will run on 50g handy packs (MRRP 69p), 6 x multipacks (MRRP £2.09) and 100g (MRRP £1) and for the first time, McCoy’s will be available in 150g sharing bags.
The new sharing format will come in Flame Grilled Steak, Cheddar & Onion and Salt & Malt Vinegar (MRRP £1.99) and will offer retailers the chance to capitalise on the growth of sharing formats, which are worth £648m and growing by 8%. The demand for sharing packs is growing even stronger in Impulse at a rate of 11% and worth £89m, so retailers should stock up on the new range to capitalise on the sales opportunity.
On a wing-er and a prayer
Back by popular demand, McCoy’s will also be introducing two of its popular football-themed limited edition flavours for the duration of the campaign. Chicken Winger and Sausage Striker, which will be available from April in 50g handy packs (MRRP 69p).
George Johnston, Marketing Director – Bagged Snacks, UBUK, commented: “We are expecting a summer of football to remember and the McCoy’s brand is well suited to tying in with sporting promotions that engage with men’s men across the UK.
“McCoy’s continues to go from strength-to-strength. The brand is now worth £107m and growing by 11%. Its enduring popularity, along with this football-themed promotion and new sharing format means that retailers have a great opportunity to boost their sales and make the most of the additional social occasions major football tournaments create.”
Source: AC Nielsen w/e 28 January 2011