Trending PR Campaigns
Kellogg’s Football Camps Tesco Takeover
Kellogg’s launched its third annual Football Camps offering 39,000 free places for 5–15 year-olds across 73 UK locations this summer, promoted with a surprise in-store stunt where ex-England keeper Ben Foster and current players staged a Tesco football takeover to drive sign-ups via promotional cereal packs and an on-pack QR code.
Why it worked: A surprise in-store takeover with a national sports figure plus a hard number—39,000 free places—turned a routine shop into a newsworthy, visual giveaway tied to summer holidays.
The lesson: Consider staging an unexpected public mini-event that unlocks a big, time-limited free allocation via a simple on-pack or QR sign-up.
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