KP Snacks, the UK’s 2nd largest branded snacks manufacturer, has launched its biggest ever cross-brand promotion. The campaign offers shoppers the chance to win a ‘Next Level Lunch’, with thousands of great taste experiences up for grabs including five fabulous prizes of lunch at a skyscraper in either New York, Dubai, Bangkok or Tokyo.
Running from 1 March until 31 May 2020, the promotion will run on more KP Snacks products than any previous promotion, featuring across £1 PMPs and Grab Bags of Nik Naks and Skips, and various Grab Bags, PMPs and multipacks of McCoy’s and Hula Hoops.
The cross-brand promotion includes an instant win mechanic, with thousands of prizes available. Five money can’t buy experiences will allow winners to quite literally take their lunch to the next level. Winners choose from a bucket-list lunch at either One World Observatory, New York or Burj Khalifa in Dubai, a 345m high lunch at Tokyo Skytree, or the world’s highest alfresco lunch at the State Tower in Bangkok. The top prizes will include flights and accommodation. Thousands of £50 vouchers for popular UK restaurants are also available to win.
With 70% of the UK population buying food on-the-go in the last month, this promotion aims to drive retailer sales whilst giving consumers an exciting reason to buy KP Snacks products as part of lunchtime and on-the-go shopping occasions.
Kevin McNair, Marketing Director, KP Snacks says: “Our portfolio works perfectly for lunchtime and food on-the-go occasions. Meal deals need to be more inspiring and bring excitement to shoppers. We want to liven up consumers’ lunch occasion by offering something compelling and different at point of purchase that also provides great value. This is KP Snacks largest ever cross brand on pack promotion”.
Meal deals play an important role at lunchtime and are a key mechanic to increase basket spend. Insights show that, at 49%, the most in demand item shoppers want in their meal deal is crisps or snacks. 39% of consumers specifically want nuts in their meal deal whilst 27% look for healthier options and 39% of snackers say busy lifestyles make snacks a necessity.
The KP Snacks portfolio is currently growing in value at +8.5%, ahead of the overall category. McCoy’s, the UK’s number 1 ridged crisps brand is worth £132.8m RSV and growing in value +4%. Hula Hoops is worth £142.5m RSV and growing in value +16.3%. A firm family favourite, Hula Hoops is eaten by 1.9million consumers every week and has an impressive 90% brand awareness. Nik Naks and Skips are amongst some of the best-selling PMPs across the KP Snacks portfolio. Skips has an RSV of over £29.8m, enjoying a +18.1% growth rate, while Nik-Naks has an RSV of £24m, with a 24.1% growth rate.