Touch, Try, and Trust: Why On-Pack Promotions Win Big
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The supermarket shelves are crowded, and in the world of FMCG, standing out isn’t easy. At Fluid, we’ve worked with brands of all shapes and sizes to help them do just that: turning packaging into a powerful marketing tool that drives action, not just attention. Backed by our latest research with YouGov, we know what works, what doesn’t, and how to build promotions that deliver real results.
Price cuts are often the go-to tactic for grabbing attention, but while they might give sales a short-term bump, they rarely build lasting connections with customers. Worse still, they can erode brand value and squeeze your margins.
That’s where on-pack promotions come in. Smart, strategic, and far more effective in the long run, they offer a powerful way to get products off shelves and into baskets, while strengthening your brand at the same time.
Why Price Cuts Often Fall Short
There’s no denying that a discount can drive trial. But there’s a catch (or several):
- They can cheapen your brand. Constant promotions risk sending the message that your product isn’t worth full price.
- They’re short-lived. A sales spike might be nice, but without engagement, you’re unlikely to win repeat purchases.
- They hit your margins. Lower prices mean lower profits. It’s not always a trade-off worth making.
- They spark price wars. When everyone starts slashing prices, especially own-label rivals, it’s hard to come out ahead.
Why On-Pack Promotions Work
On-pack promotions give consumers more reasons to choose your brand without cutting corners on value or experience. Think prize draws, QR codes for exclusive content, collectible offers, or limited-edition bundles. Here’s why they’re so effective:
1. They invite interaction
Whether it’s scanning a code, entering a comp, or collecting for a reward, these small actions create a deeper connection with your product.
2. They're easier to tailor
Want to target busy families in summer or cosy nights in during winter? On-pack offers can flex to fit the moment and the audience.
3. They add value without cutting price
A recipe book, a branded freebie, or the chance to win a prize feels exciting – something a basic discount can’t compete with.
4. They stretch your budget
Rather than pouring money into pricey retail media or end-of-aisle displays, you can use your packaging to deliver serious impact. In fact, the cost of one retailer banner ad (anywhere from £10,000 to £50,000) could fund a promotion that works across all your retail partners.
5. They set you apart from own-label
Own-label products might win on price, but they rarely win hearts. They’re built for function, not feeling. On-pack promotions give your brand the chance to do more, to spark joy, reward loyalty, and tell a story. Whether it’s a collectable, a surprise giveaway, or a digital experience, these moments create emotional connections that own-label products simply aren’t designed to deliver. And that’s where your brand can really stand out.
What the Data Says
Still need convincing? The numbers speak for themselves. Based on research we conducted in partnership with YouGov:
How to Get It Right
Great on-pack promotions aren’t just stuck on as an afterthought. They need to be well planned and smartly executed. Here’s what we recommend:
Stay true to your brand
Your offer should reflect your values. If you’re a sustainable brand, think about eco-friendly rewards or incentives tied to recycling.
Keep it simple
If the entry process is a pain, people won’t bother. Make it easy with clear instructions and mobile-friendly QR codes.
Measure everything
Use unique codes or trackable links to see what’s working, and refine as you go.
Team up with retailers
Collaborating with your retail partners can help boost visibility and shelf presence, making the promotion work even harder.
Let’s Talk
On-pack promotions are more than just stickers or call-outs. They’re a powerful way to stand out, create memorable moments, and build loyalty that lasts. When done well, your packaging becomes more than just a box—it becomes a conversation starter.
At Fluid, we’ve helped brands create millions of interactions and deliver thousands of rewards. If you’re looking for a smarter alternative to price cuts, we’d love to help you build a promotion that speaks to both hearts and minds, and delivers real results.
Seen a standout on-pack promotion lately? Drop us a note, we’re always up for swapping ideas.
Sound interesting?
If you would like a chat about how we can support your brand, call us on: +44 (0)1625 410300 or email the team at info@hellofluid.co.uk and we will be happy to help.
Unlocking success in waste and recycling communications
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At Fluid, we have over 20 years of expertise in seamlessly bridging the gap between local authorities and their communities across the UK. With an unwavering commitment to clarity, cultural sensitivity, and accessibility, we have revolutionised waste and recycling communications, setting new standards.
Crystal clear communication
We believe that communication should be straightforward and devoid of ambiguity. Through years of experience, we have honed the art of crafting crystal clear English, making communications accessible to all. By simplifying complex information, we empower individuals to make informed decisions about recycling, fostering a culture of responsibility and sustainability.
Understanding diversity
One of our standout strengths lies in our understanding of the diverse cultural tapestry that makes up the UK. Recognising the importance of creating communication strategies to resonate with different communities, we navigate the nuances of language barriers effortlessly. By breaking down these walls, we ensure that every resident, regardless of their background, comprehends the intricacies of waste and recycling and what they need to do in their community.
Multifaceted campaign approach
Our comprehensive approach to communications extends across various mediums. From traditional printed leaflets and targeted mail drops to engaging videos, animations, and impactful social media campaigns, we leverage an array of channels to reach different demographics effectively. Out-of-home campaigns, radio ads, and more – our versatility ensures that the message reaches every corner of the community.
Designing for accessibility
Accessibility is not an afterthought for us; it’s an integral part of our design philosophy. From carefully selected fonts and font sizes to strategic colour choices, we ensure that every piece of communication is not only visually appealing but also easily digestible by diverse audiences.
Proven track record
With a rich history spanning two decades, we have been at the forefront of designing and executing successful campaigns throughout the UK. Our portfolio is a testament to our ability to adapt, innovate, and consistently deliver results. Local authorities partnering with us not only benefit from our wealth of experience but also gain a dedicated ally committed to achieving lasting positive change.
Sound interesting?
If you would like a chat about how we can support your brand, call us on: +44 (0)1625 410300 or email the team at info@hellofluid.co.uk and we will be happy to help.
Cracking the Code of Promotions: What Motivates UK Shoppers?
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At Fluid, we pride ourselves on creating campaigns that deliver real results, whether it’s driving footfall, encouraging brand switching, increasing sales frequency, or building customer loyalty. With years of experience and countless successful campaigns behind us, we never rest on our achievements. Instead, we continually observe consumer behaviour, analyse shopping habits, and validate our strategies through robust qualitative and quantitative research. Recently, in collaboration with YouGov, we conducted a shopper survey to gain deeper insights into how consumers think about and interact with brand driven added value promotions. These findings ensure our clients benefit from the most up-to-date and effective strategies for designing truly compelling and motivating promotional campaigns.
The power of promotions
Running promotions that offer added value alongside your product remain a powerful tool in the marketing arsenal of brands competing for attention in crowded UK supermarkets. These promotions, whether they are communicated added value, retailer POS or online can involve competitions, rewards, or giveaways, help influence purchasing decisions, foster loyalty, and drive engagement.
Recent research highlights that 66% of UK consumers are more likely to choose a brand offering on-pack promotions. This figure climbs to 77% among 25 to 34-year-olds, showcasing their popularity with younger, digitally savvy shoppers. Additionally, 68% of consumers admit they are more likely to stay loyal to a brand that rewards them through these kinds of promotions. In today’s competitive landscape, the stakes are high: understanding what motivates consumers and tailoring prizes accordingly is essential for success.
What prizes motivate UK shoppers?
The success of an added value promotion often hinges on the prize. Shoppers are drawn to rewards that feel aspirational, practical, or experiential. Based on our research, here’s what resonates most:
Cash and help with bills
Cash always tops our polls, but practical rewards like help with household bills are universally appealing to 27% of our survey. Women are more likely to value assistance with bills (30% vs. 24% of men). These prizes offer tangible, immediate benefits, making them especially attractive in today’s challenging economic climate.
Big-ticket experiences
Experiences like luxury holidays, concert tickets, and VIP events are consistently top motivators. For instance, 23% of UK shoppers said they would be enticed by the chance to win a foreign holiday, while 30% favoured UK breaks. Dining and meals out also rank highly, appealing to 31% of consumers and particularly resonating with women (35% vs. 27% of men). Big-ticket experiences not only create buzz but also tap into the aspirational desires of consumers.
Tech gadgets and gaming
Tech prizes, such as smartphones, tablets, and gaming consoles, attract 22% of shoppers, with a noticeable preference among men (25% vs. 18% of women). Similarly, computing and gaming-related prizes engage 17%, again with a stronger appeal to male shoppers (22% vs. 12% of women). These prizes resonate strongly with younger demographics, particularly Gen Z and Millennials.
Everyday rewards
Practical and accessible rewards like food shopping vouchers appeal to 34% and high-street shopping vouchers (32%) are highly motivating, especially for women (41% and 38%, respectively). Smaller prizes, such as free products or discount codes, create a perception of higher winning chances and encourage broad participation.
Niche and aspirational prizes
Some prizes cater to specific demographics or interests:
- Spa and pamper days are far more popular among women (22% vs. 8% of men).
- Tickets to festivals and gigs appeal slightly more to women (17% vs. 13% of men).
- Garden furniture and personalised items hold appeal for smaller, niche audiences.
Key takeaways for brands
The data reveals that the most successful added value promotions balance aspiration and practicality while aligning with consumer preferences. To maximise impact:
Know Your Audience
Tailor prizes to your target demographic. For example, women prefer vouchers and pampering experiences, while men gravitate toward tech and sporting events.
Mix Big and Small Rewards
Offer a combination of grand prizes (like holidays) to create buzz and smaller, accessible rewards (like shopping vouchers) to encourage broad participation.
Highlight Relevance
Focus on prizes that resonate with current consumer needs, such as help with bills or food shopping vouchers, particularly during economic uncertainty.
Embrace Digital Integration
Simplify entry methods with QR codes, receipt uploads, or app-based engagement to encourage participation among tech-savvy shoppers.
Final thoughts
Added value promotions can be a strategic alternative to constant price reductions. By offering prizes that align with shoppers’ aspirations and values, brands can transform their relationship with consumers using the right promotions to stay relevant, helping them connect in an engaging way, driving sales and ultimately building loyalty.
As consumer preferences evolve, staying ahead of the curve with data-driven insights is critical. It's all about the right promotion with the right creative at the right time, targeting the right demographics. Fluid Strategic Communications brings together the science and creative know how, simply put - we’re here to help you by designing promotions that deliver measurable results.
Sound interesting?
If you would like a chat about how we can support your brand, call us on: +44 (0)1625 410300 or email the team at info@hellofluid.co.uk and we will be happy to help.
Supporting SK tes with their 2023-24 Sustainability Report
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Sustainability reports play a crucial role in providing transparency and accountability regarding an organisation's environmental, social, and governance (ESG) practices. These reports enable businesses to communicate their efforts to mitigate negative environmental impacts, promote social responsibility, and ensure ethical governance.
When SK tes approached us for help with producing their 2023-24 Sustainability Report we knew the importance of delivering a document that ensured complex information was easy to understand for a wide audience. We set about crafting a visually engaging and user-friendly report layout that reflected SK tes’ commitment to sustainable practices while aligning with their brand identity.
To support the content we also commissioned, and art directed, an on-site photoshoot with the client. The resulting imagery showcases the SK tes team and gives an insight into the type of work they undertake.
The final report not only highlighted their sustainability achievements but also provided transparency and valuable insights for stakeholders, reinforcing SK tes’ dedication to responsible business operations.
"Working with Fluid was a pleasure. Their team was a true partner throughout the process – professional, efficient, and always proactive in bringing fresh ideas to the table. They made the entire project seamless and enjoyable, delivering a final product that exceeded our expectations."
Kristine Kearney | Senior Global Marketing Manager | SK tes
Sound interesting?
If you would like a chat about how we can support your brand, call us on: +44 (0)1625 410300 or email the team at info@hellofluid.co.uk and we will be happy to help.
Supporting the merger between The Royal Free London NHS Foundation Trust and North Middlesex University Hospital
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As part of a strategic initiative to support The Royal Free London NHS Foundation Trust during its merger with North Middlesex University Hospital, Fluid were tasked with creating a comprehensive communications campaign that would effectively guide employees through the transition. The merger represented a significant milestone for both organisations, and clear, consistent communication was essential to ensure staff felt informed, engaged, and confident throughout the process.
We developed a suite of dynamic and engaging materials tailored to different communication channels. These included an animation that explained the complexities of the merger in an easy-to-understand format, a printed brochure offering key information and FAQs for staff, and social media animations designed to maintain engagement and provide updates.
We also played a crucial role in maintaining a cohesive visual identity, designing website banners and digital graphics that aligned with the organisations’ branding. These materials were strategically rolled out across both internal and external platforms, ensuring consistency and clarity in the messaging, which helped foster a sense of unity and alignment throughout the merger process. Our goal was to enhance employee understanding and morale, empowering them with the information they needed during this period of change.
Sound interesting?
If you would like a chat about how we can support your brand, call us on: +44 (0)1625 410300 or email the team at info@hellofluid.co.uk and we will be happy to help.
Elevate your workspace
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First impressions are everything. A well-branded office doesn’t just make for a great place to work—it also signals to clients, partners, and visitors exactly who you are and what you stand for.
Office branding goes far beyond simply placing a logo on the wall. It’s about creating a cohesive environment that reflects your company’s values, mission, and culture. A thoughtfully branded office space leaves a lasting impression on visitors, instilling confidence and trust from the moment they walk through the door. For your team, it fosters a sense of pride and belonging, creating a workspace where creativity and collaboration thrive.
From concept to completion
At Fluid, we manage the entire process of office wall branding, from initial design conception to decoration and full fit-out. Our multi-skilled team works closely with you to understand your brand’s unique personality and translate that into impactful visuals that resonate. Whether it’s bold, motivational statements, sleek corporate messaging, or vibrant brand elements, we ensure that every detail aligns with your goals and enhances your space.
Sound interesting?
If you would like a chat about how we can support your brand, call us on: +44 (0)1625 410300 or email the team at info@hellofluid.co.uk and we will be happy to help.
Breaking through the mediocre
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Effective communication requires a deliberate approach.
It needs to resonate, be memorable, influence behaviour, and drive change. But we know that to achieve this, you need to invest some time to ensure you have the right foundations on which to build brand stories.
The constant pressure that brand and marketing teams find themselves under can too often result in rushed creative, communications that lack depth, and ultimately less effective messaging. A successful end product needs strategic, smart thinking at every stage of the process.
At Fluid, with over a decade of expertise and experience in putting together strategic communications plans as an agency, we have perfected an effective and efficient process to assist brands in building their comms strategy. We understand what takes something from a strong foundation to seamless execution – sounds like something you’d find useful?
Discover some of the thinking that goes into the strategic development of campaigns we run here at Fluid, gain some insight into creating a successful strategy, and see how you can make it work for you.