Welcome to SHELF AWARE!
A quarterly overview of what’s been catching our eye in the world of shopper promotions. And our 1st edition!
In this edition, we take a look at two innovative promotional mechanics that stood out to us, and then focus in on why partnerships are leading the way when it comes to in-store cut through. So let’s get into it.
Promotional Innovation
Recently, we’ve spotted two promotions which we really thought delivered memorable and engaging campaigns. MÜLLER came through with a social-media-focused campaign, and in the realms of DIY, RYOBI brought the fun through their promotional gamification.
MÜLLER FRIJJ
Just Feel the Urjj – HEAR THE MOO TO WIN
ON-PACK | PURCHASE NECESSARY
What’s it about: This one’s hard not to love. Müller hid moo-sound chips inside 10 winning 330ml Frijj bottles. This was a physical, product-in-hand promotion – no app, no QR code – just open and listen. Winners then had to call a freephone number, provide their URN, then send the bottle and cap back to claim their prize. There have been similar mechanics like this for other brands in the past, but this doesn’t detract from the campaign’s pull.
The prize: Ten winners. £10,000 each.
Why it works: The campaign took off on TikTok and Instagram under #justfeeltheurjj, with people filming themselves opening bottles and reacting to the moo (if they were lucky enough to win!). This format was made for unapologetic social sharing.
💭Our thoughts:
🐮One of the most memorable entry mechanics we’ve seen in a while – physical, tactile, and surprising
📱The virality is built into the mechanic from the start
🎯With only ten winners, this might lead to a lower perceived chance of winning, but the engaging mechanic should do the job on driving sales, reach, and brand awareness and equity.
RYOBI
30 Years of RYOBI – AN ADDICTIVE COMPETITION
NO PURCHASE NECESSARY | GAMIFICATION
The prize: A full RYOBI ONE+ bundle valued at over £1,000 as the grand prize, plus five instant win single-product prizes.
Why it works: Rather than a standard prize draw, the entry itself is (addictively) entertaining – and ties the game directly to the product. Gamified format rewards repeat engagement, and there was a referral mechanic to extend reach. We ran a similar campaign for Kärcher last year, called Wash & Win, where the mechanic saw entrants play an instant win game by washing a digital patio with an on-screen pressure washer to reveal their prize.
💭 Our thoughts:
🎮The game is genuinely enjoyable/addictive – playable on desktop and mobile
🔨The prize bundle is well-curated and product-led – a strong showcase of the range
🧩The entry system took some initial decoding, but well worth it for the play
🎯Target audience could be broad, which is a nice
way of bringing Ryobi to a new group of people.
A Spotlight on Partnerships
From on-pack tie-ups with cultural heavy-hitters to experiential collaborations with genuine star power, the best promotional moments right now tend to share one thing: the right brand finding the right partner at the right time.
Partnerships have been a big part of what we’ve delivered for MARS over the last 20 years, take a look at some of our latest campaigns for GALAXY & M&Ms.
M&M’s and Star Wars: The Mandalorian & Grogu…
…brought a fun, family-friendly on-pack promotion to ASDA aisles, with us helping negotiate the partnership with Star Wars, from promotion campaign execution.
Galaxy and Bridget Jones: Mad About the Boy…
…a match made in heaven! Leaning into the film’s themes of friendship and treating yourself, with a headline prize of a trip to London with friends – this promotion ran exclusively in Sainsbury’s.
We’re always keeping an eye on what’s going on in the wider world of confectionery to see what the other brands are doing.
And in the world of confectionery, there were a couple of campaigns that caught our attention from NESTLÉ and MONDELĒZ that have combined sporting partnerships with their promotions.
NESTLÉ – KITKAT X FORMULA
ON-PACK | PURCHASE NECESSARY
What’s it about: KitKat partnered with Formula 1 for an on-pack promotion running across 12 weekly Grand Prix draws throughout the F1 season. To enter: buy a participating product, photograph your receipt, and enter the last four digits of
the barcode on the promo website.
The prizes:
- Ten winners. Grand prize: Monaco Grand Prix experience
- 48 British Grand Prix race weekend packages
- Co-branded KitKat × F1 merchandise
Why they’ve done this: The timing is smart. F1’s fanbase has transformed: 43% of fans are now under 35 (up from 30% in 2018), the female fanbase has grown to 42%, and Netflix’s Drive to Survive has pulled in a whole new generation of viewers. Tapping into that momentum at the start of the season, when the calendar is building excitement and F1 is front of mind, is exactly the right moment. For KitKat, it’s a chance to reach new audiences.
* https://www.formula1.com/en/latest/article/formula-1s-record-breaking-2025-season-in-numbers.irq7aR8PcyAw7ysO72vJn
💭Our thoughts:
🤝Smart demographic targeting – meeting the growing younger F1 audience
🔴Bold creative – wholesale and travel retail assets in particular put the Win messaging front and centre. Entrants know what they’re playing for and how to get there
🛒Clear mechanic with a relatively frictionless path from pack to entry.
MONDELĒZ – CADBURY PORTFOLIO × FOOTBALL
ON-PACK | PURCHASE NECESSARY
What’s it about: Mondelēz cast a wide net with this one – close to 1,000 participating products (beyond confectionery).
To enter: buy a participating product, scan the on-pack QR code and retain your receipt.
The prizes: Experiences with the talent, 2026/27 UK football season match-day tickets and instant-win gift cards throughout.
Why they’ve done this: Football is having its promotional moment. The athlete roster spans men’s and women’s football – the talent crosses demographics and fan bases.
💭Our thoughts:
🎯Portfolio breadth is a strength – close to 1,000 SKUs giving scale and visibility across multiple categories and channels, with a consistent entry mechanic
⚽️The athlete roster is diverse and considered, with crossover appeal across demographics
📱QR-led entry is the right call at this kind of scale
From Our Insights Hub
WHY REACH ALONE ISN’T ENOUGH ANYMORE
The brands making the biggest impact right now aren’t necessarily the ones with the biggest budgets. They’re the ones showing up in the right cultural spaces, with the right partners, in ways that feel genuinely earned – and as HFSS restrictions reshape digital advertising, that’s no longer just best practice. It’s one of the few levers left.
We hope you enjoyed the first edition of Shelf Aware. To keep up-to-date with the latest shopper promotion news and campaigns, keep an eye out for the next quarterly edition. In the meantime, check out our Insight Hub for guides on sales promotions, partnerships, and experiential marketing.