Published on 01/08/2025 & Updated on 28/10/2025.
The popularity of brand partnerships is soaring, with more and more brands exploring partnerships for their on-pack promotions.
It’s easy to see why! When done right, a brand partnership can amplify reach, build credibility, and give customers something genuinely exciting to engage with.
But what makes brand partnerships the answer to a successful promotion?
The Evolving Consumer Landscape
On-pack promotions are engaging, and budget-conscious consumers are looking to brands that are offering added rewards that deliver additional value. Therefore, a brand that is featuring a promotion that is on, or near pack, is going to have an edge over its competitors – the simple psychology here is the chance to win or claim something with purchase has strong appeal and is more likely to incentivise purchase.
And this consumer mindset is exactly why more brands are turning to partnerships; brand partnerships create compelling, reward-led promotions that drive action at shelf – making them good for on-pack promotions.
Differentiation is Key to Gaining Consumers’ Interest
Brand partnerships are a fantastic way to offer consumers added value through unique and exclusive offerings that can be negotiated with both brands upon entering the partnership.
In a cluttered retail space, brands are often fighting for stand out, so differentiation is key to help keep their consumers and retailers engaged.
On-pack promotions featuring co-branded promotional partnership messaging, giving consumers the chance to win or claim exclusive rewards, are a great way for brands to get cut through in a saturated market. For example, if a consumer isn’t brand-loyal and is looking for added value, a brand running an on-pack promotion is a good way to help sway their purchasing decision.
Strategic partnerships give these promotions an extra edge, offering something fresh and unique that’s harder for competitors to replicate.
Why Are Brand Partnerships Good?
The beauty of brand partnerships is that when two well-matched, credible brands come together to run an on-pack promotion, this positive association is a recipe for success for both parties. With the right collaboration, brands can drive trial and awareness, resulting in greater consumer engagement and boosted sales.
Brand partnerships enable brands to target each other’s audiences, providing a bigger reach by boosting the visibility of each brand, often in a space different from where the brand already has a presence. For example, a theme park partnering with a cereal brand will give valuable exposure in an area to which the theme park wouldn’t usually have access.
It’s this kind of broadened reach and reciprocal brand equity that makes partnerships so attractive for on-pack campaigns today.
Recent On-Pack Partnerships
1. Jammie Dodgers & Nerf
Jammie Dodgers ran an on-pack promotion with Nerf, offering consumers the chance to win a Nerf Super Soaker.
This is a great example of a partnership that balances strong brand alignment with each party’s target audience, with the prizes on offer fitting the season as well as the brand’s personality well.
2. The Jolly Hog & British Airways
The Jolly Hog has teamed up with British Airways to give shoppers the chance to win an unforgettable BBQ-themed holiday to the USA.
It’s a strong example of how a well-chosen partnership and corresponding prize can boost appeal, with both brands aligning to ensure the reward feels relevant and closely tied to the product.
3. Sharwood’s & Karate Kid
To celebrate the release of the latest Karate Kid movie, Sharwood’s have partnered with Sony Pictures to give consumers the chance to win a family holiday to New York, alongside other prizes such as cinema tickets and branded merchandise.
The campaign features eye-catching, film-themed on-pack visuals, and Sharwood’s have even temporarily renamed selected products that reflect and play off the Karate Kid theme, helping the partnership to stand out on shelf.
This collaboration shows how a well-matched partnership can elevate an on-pack promotion, combining relevance, creativity and shopper appeal by creating far more impact than either brand could achieve alone.
4. UEFA, Women in Sport & Mars Wrigley
Mars built on their longstanding partnership with the FA by running an on-pack promotion around this year’s UEFA Women’s Euro 2025. The cross-category promotion is running on Mars Wrigley’s snacking portfolio across chocolate, Wrigley’s Extra gum and KIND bars, offering entrants the chance to win daily prizes of £1k over the tournament.
To amplify the partnership even further, Mars Wrigley also tied in with the Women in Sport charity, donating £20k in support of raising awareness and interest in women and girls participating in sport.
That extra layer of cultural relevance and dual-brand storytelling is a key reason why these kinds of partnerships are becoming the go-to for on-pack promotions.
Why Are Brands Turning to Partnerships for Their Next On-Pack Promotion?
Simply put, because in a saturated and fiercely competitive market, on-pack brand partnerships offer a compelling answer to why brand partnerships are good; they help brands stand out. They enable brands to deliver added value, tap into new audiences and create memorable, engaging campaigns that drive purchase and, in turn, loyalty.
As consumer expectations continue to shift towards experiences and relevance, a well-matched, thought-out and relevant partnership doesn’t just make noise, it creates meaningful impact.
When two brands come together with a shared audience and a clear alignment in values, the result can be a promotion that feels meaningful and well-matched. These kinds of partnerships don’t just boost short-term sales; they help create memorable campaigns that resonate with shoppers and strengthen brand connection over time.
How Lime Can Help
If you’re interested in learning more about the partnership services that we offer, please get in touch with a member of our team today at 02073179280 or email Charlie@wearelime.co.uk.
For more partnership insights, check out our recent work.
