Instant Win
Penguins Golden Wrapper Sweepstake
- Product
- Penguin
- Promotion
- 75th Anniversay Golden Wrapper
- Promoter
- United Biscuits
- Promotion Period
- Autumn 2007 to Spring 2008
This ‘golden wrapper’ sweepstake was all about a big marketing comeback for Penguin in celebration of its 75th Anniversary. The aim was to create standout on the shelves and target mums, rolling out during the autumn back-to-school period.
The £75,000 prize fund was sizable and of course relevant to their 75th Anniversary. This was divided into smaller £1,000 cash prizes to maximize the chances of winning, but still ensuring the on-pack impact of a big £75k headline.
The promotion featured on the brands’ 9, 18, 27 and variety pack products in grocery and convenience stores. Consumers who found a winning golden Penguin wrapper inside 75 promotional packs won £1,000. A second prize of 7,500 Penguin money boxes was also up for grabs.
With such a large prize fund at stake, United Biscuits looked to Umbrella to protect their budget. We worked up a fixed fee for the promotion. We also ensured that there was an independent company to randomly seed the winning packs – another area of ‘risk’ when running such a promotion.
