What are on-pack promotions?

On-pack promotions are a marketing initiative specifically targeted to drive sales in the short and medium term. They can take the form of a competition or promotional mechanic such as entering a unique code for a chance to win a prize or a shopper receiving a gift with purchase.

Most on-pack promotions are ‘linked to purchase’ and take the form of the shopper having to enter a unique code, found inside the pack for a chance to win a prize instantly or in an hourly, daily, or weekly prize draw.

Other types of on-pack promotions include QR codes on packaging, scannable logos and submitting a proof of purchase like a receipt to enter a prize draw.

What are the benefits of on-pack promotions?

On-pack promotions are incredibly effective as they encourage purchase through chances to win prizes, but they also give the brand ‘stand out’ at the point of purchase.

The new, eye-catching on-pack artwork draws the consumer’s eye and further promotes purchasing.

In addition to this, retailers will give brands that are running on-pack promotions more visibility on shelves. This is vital and encourages the shopper to stop, engage and ultimately purchase the product that is being promoted.

What are some examples of on-pack promotions?

Walkers Crisps – Walkers have run promotions on their packaging allowing consumers to enter a competition to win tickets to the new Ghostbusters movie: www.walkers.co.uk/ghostbusters

Cadbury and Mr Kipling have offered the chance to win a dream family holiday: www.winadreamfamilyholiday.co.uk

Pepsi ran a  “For the Love of It” Augmented Reality allowing consumers to scan the back of the bottle to win a chance to play ‘keepie-uppies’ with Salah and Messi.

Kitten Soft created a promotion to win a cuddly kitten toy.

Why do brands run on-pack promotions ?

-On-pack promotions allow products to stand out on the shelf where the majority of purchasing decisions are made. Furthermore, retailers provide greater visibility and support to brands that are running on-pack promotions.

-They also drive sales and provide a ‘value added’ reason to buy your product.

-This type of promotion encourages engagement with an average of 1% of all packs receiving an entry.

-On-pack promotions add value to your packaging via instant win, gift with purchase and free content/digital rewards.

-They are also an opportunity for new types of formats such as Augmented Reality. This allows the pack to be used as a canvas for games and immersive experiences.

-On-pack promotions drive significantly more active engagement than shelf edge or POS-driven prize mechanics.

-Data capture of email or mobile. This information is great for creating a bigger database for future marketing. On average a minimum of 30% of campaign entrants will opt in for ongoing comms via email and or SMS.

Checklist for creating an on-pack promotion:

-What is the chosen mechanic? This is a key part of the promotion as they are many different options. We help brands find an option that best suits their brand aims and identity.

-Entry method selection.  Is it text to win, web entry, QR code, or Augmented reality and is it linked to purchase? Do we have the budget for generating unique codes?

-Will we re-design, copy and art direction of existing pack artwork or create something completely new?

-The technical build of the text-to-win mechanic or AR ‘scan win’ experience.

-Prize draw, win logic and winner selection automation. We want to make sure the competition is fair and follows legal requirements.

-Contacting winners and providing names, addresses, email, mobile to fulfilment partners.

-Can we data capture and how do we do the secure storage or transfer of opt-in entrants? This data is a huge benefit of on-pack promotions.

-Do we need Google Analytics integration?

-IT Security, INFOSEC and penetration test of web form. We want to ensure the tech is rock solid and there is no risk of hackers and ‘compers’ trying to ‘game’ the promotion. How do we prevent bots from submitting multiple entries fraudulently?

-How do we amplify the promotion and integrate it with wider comms and retailer media?

What we offer:

We provide everything to make your on-pack promotions a success. From initial concepts to packaging sign-off, assets design, liaising with IT and legal departments, working with printers and all of the technical elements required, we are there to ensure the promotion reaches its potential.

Return2Sender specialises in the design and build of the microsite/web from, text and win mechanic or Augmented reality experience.

We will also manage shopper or retailer queries and liaise with fulfilment houses for sending out prizes.

From start to finish we ensure the promotion works smoothly and captures consumer attention to fulfil brands’ objectives.