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World Cup fever: The ‘Get Your Free Kicks’ campaign will involve a ‘match and win’ promotion at UK railway stations | |
UK. F&B specialist SSP UK is to launch an innovative promotion across UK railway stations in the run-up to the football (soccer) World Cup.
The campaign, taglined “˜Get Your Free Kicks’, will run from 10 June to 11 July 2010 and involves a ‘match and win’ promotion supported by a marketing campaign.
This is the first time that SSP has run a promotion across such a wide range of its rail F&B outlets, which include Upper Crust, Caffe Ritazza, Whistlestop, Millies Cookies and Delice de France.
With every purchase, consumers will receive one of 3.5 million free game cards. Each card depicts half of a World Cup nation’s flag and consumers are encouraged to collect and match two halves of a flag with the chance to win products such as baguettes, sandwiches and coffees.
The timing has been chosen to coincide with the increased summer traffic, when World Cup supporters will be travelling through stations on their way home to watch matches and spending longer in the many station bars which are showing live World Cup matches.
SSP UK Head of Marketing Development Heather Cooper commented: “This is a simple mechanic that should really capture the imagination of our consumers.”
