Kingsmill and Sense combine for lunch spots promotion
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This year, as part of its continued sponsorship of The Big Lunch, Kingsmill has teamed up with national UK tourist boards, such as Visit England and Visit Wales, to ask the public to nominate their favourite UK ‘Lunch Spot’ on a special map hosted on the Kingsmill Facebook page. Everyone who recommends a location will be in with a chance of winning daily Kingsmill picnic prizes, plus the chance to win a star prize of a £1500 UK holiday voucher. A shortlist of the top 25 locations will go live from 22nd April and the public will be able to vote for their favourite from which the top 10 will be decided. The final 10 will each be awarded a Kingsmill ‘Lunch Spot’ plaque and bench!
Following the award-winning success of Kingsmill’s 2012 ‘Big Lunch’ national road-show tour, experiential agency Sense have again been appointed to bring Lunch Spots to life via ‘The Kingsmill Lunch Spots’ tour.
The tour kicks off on Wednesday March 20th in Cabot Circus Bristol and will visit a total of 8 nationwide city centre hotspots, finishing in Braehead Shopping Centre, Glasgow on April 14th. The tour activity features a branded Kingsmill stand offering visitors bite-size samples of freshly made Kingsmill sandwiches, bagels, rolls and pockets to sit down and enjoy as they seek inspiration – for their favourite lunchspot nomination – from specially crafted virtual Lunch Spots which include: a giant sandcastle on the beach, a park bench and a montage of UK landmarks that reflect those of each city the tour visits.
In addition to the star prize, a £1500 UK holiday voucher, consumers visiting the stand will be further incentivised to nominate ‘where they love to lunch’ via a mini quiz offering a £150 shopping voucher for one luncky winner daily. Answers to the quiz will be hidden in the stand’s virtual lunch settings – driving increased consumer dwell time and brand interaction.
Sally Banks, senior account director at Sense said: “The 2012 Big Lunch tour was incredibly successfully, winning Gold for ‘Most Creative Sampling campaign’ at the 2012 Field Marketing and Brand Experience awards. Topping this in 2013 was a challenge but we’re delighted with the concept we’ve created and to be working with Kingsmill again this year as we continue to support their objectives. We can’t wait for this to go live and are excited by the prospect of finding out where the nations’ unique top 10 Lunch Spots will be.”
