The Win £2021 promotion from KP Snacks gives shoppers the chance to ‘win the year in cash’. Kicking off on 24 May and running until 12 November, entrants simply texting a number that will be promoted on all Hula Hoops, McCoy’s, Skips, Nik Naks, Discos, and Wheat Crunchies packs in Grab Bag and £1PMP format. Over the course of the promotion, there will be 24 cash prizes to be won, with a prize fund of nearly £50,000.
Supporting its heritage brands, KP Snacks’ newest promotion looks to champion positivity through 2021 and support its trade retail partners in recovering and driving their singles sales. With lunchtime still the number one occasion for singles (Kantar OOH, 2020), KP Snacks is using the opportunity to increase meal deal sales with its core brands.
Kevin McNair, marketing director, KP Snacks said: “We are really excited to launch this campaign and demonstrate our ongoing commitment to category recovery and growth. As we continue to see some uncertainty around when people can actually enjoy ‘experiences’ such as holidays, we feel that cash is really the most relevant prize right now, and one that every shopper wants to win, so we are thrilled to be able to bring this to our consumers”.
30% of consumers say they are worse off than 12 months ago, 25% are delaying major purchases, and 16% of consumers are finding it harder to make ends meet (Mintel, Economic Outlook, November 2020). With this in mind, the KP Snacks promotion aims to promote great value while offering something exciting and compelling at point of purchase.
Matt Collins, trading director at KP Snacks said: “Core brands play a critical role within singles and meal deals, and account for 97% of singles sales. Our new lunchtime initiative looks to recognise this, focusing on our core brands rather than NPD, with the aim to drive purchase repertoire and frequency. With this fun opportunity to ‘win the year’, we hope to give consumers an exciting reason to buy KP Snacks products as part of both lunchtime and on-the-go shopping occasions”.
The KP Snacks portfolio is currently growing in value at +3.6%, ahead of the overall category (Nielsen Scantrack 27.03.21). McCoy’s, the UK’s number 1 ridged crisps brand is worth £129.6m RSV, while Hula Hoops is worth £142.5m RSV and is eaten by 1.9million consumers every week (Kantar Worldpanel 26.01.20). Nik Naks and Skips are amongst some of the best-selling PMPs across the KP Snacks portfolio. Skips has an RSV of over £34.4m(Nielsen Scantrack 27.03.21) , while Nik-Naks has an RSV of £24.2m. Discos has an RSV of £12m, with a 14.6% growth rate, and Wheat Crunchies has an RSV of £13.9m, with a 13.5% growth rate (Nielsen Scantrack 27.03.21).