A sales promotion to increase listings and sales of Old Speckled Hen across Tesco, Morrisons and Greene King pubs nationwide. Our promotion went further than just inviting people to “Seek a richer life” – it enabled them to actually enjoy a richer life, whether that was a luxury escape or the opportunity to tick an activity off their bucket list.
Whilst the above-the-line campaign for Old Speckled Hen was telling drinkers to “Seek a Richer” life, we know people want more, they want the chance to experience it for themselves and often look to brands for such chances. Competition is a way to create these chances but to ensure participation we needed two more additional motivators, gamification and instant gratification through a selection of ways to wins.
To make the promotion reflect the character of the brand, we invited everyone to hunt out the experiences just as the brand character Harry the Fox hunts out the Old Speckled Hen beer. The creative brought this to life visually, using a fox to drive campaign recognition on-pack and across all of the promotion materials.
Sales increase over the campaign period
Brand Manager, Old Speckled Hen