86,000 promotional packs
with supporting OOH, social & digital content
£16,500 cash to be won
with 2,000 runner up sticker packs
Amplifying Minor Figure's personality
Minor Figures is a collective of amazing, like minded people who channeled their passion for coffee into creating oat milk that’s as smooth and frothy as it gets.
Designed specifically for coffee, their plant-based, dairy-free oat milk is perfect for whatever your caffeine routine requires. Plus, it’s carbon neutral, so you can sip with a clear conscience.
With a quirky, laid-back vibe, Minor Figures keeps things simple, fun, and focused on quality and sustainability. From their oat milk to their ready-to-drink cold brews, they’re all about making every cup a little better.
The Brief
With the plant-based scene blowing up, Minor Figures wanted to stay ahead of the game and lead the category, without losing their offbeat, rebellious edge. They were after something fun, something different—a way to get people involved while keeping the Minor Figure's signature quirk.
The goal? Build an instant win promotion that was more than just a giveaway! Together we crafted an experience that pulled people into the Minor Figures world, blending entertainment with a chance to snag some sweet cash rewards. Consumers got hooked on the brand’s unique narrative, all while the instant win mechanic kept them on their toes—because who doesn’t love a surprise win of £1,500?
Minor Figures teamed up with Grand Central because they wanted a partner who truly gets them—no fluff, no corporate nonsense. Grand Central’s knack for authentic, bold campaigns and their agile approach fit right in with Minor Figures’ fast-moving, creative world. As leaders in promotional shopper marketing, Grand Central know how to deliver real connections between brands and consumers.
Influence behaviour, drive purchase and add retailer value
The gamified instant win promotion didn’t just make noise—it made moves! With the thrill of winning at stake, we had people grabbing cartons faster than you could froth a latte. The game kept it fun, kept it fresh and helped the tills ring. Everyone loves a chance to win, and it turned an everyday purchase into something way more exciting.
Critically, it wasn’t just about boosting sales - it got people authentically engaging with the brand. This wasn’t a quick grab-and-go, it was an experience. Fans dove deeper into the quirky 'Minorverse' world of Minor Figures, and the more they played, the more they stayed. What started as a single entry to a fun promotion turned into repeat purchases and engagement, building loyalty and keeping the crowd coming back for more.
The best part? The promotion didn’t just drive sales — it showed retailers that Minor Figures innovates, creates buzz and delivers results. It gave them an edge when locking in new listings and proved they’re here to make waves, not just sit on the shelf.
Best in class digital & promotional support
Grand Central Creative’s digital experts whipped up a completely custom and brand led game for mobile and desktop that absolutely nailed it. Designed in house by Minor Figures' brilliant creative team, Grand Central's team developed it to be as smooth and engaging as the Minor Figures' vibe.
Winners had their prizes manually validated for that extra layer of legit-ness, after which the promotional system itself sent the cash straight to the consumer by PayPal.
The feedback? Stellar. Fans loved it, retailers loved it — it was an instant win, in more ways than one.
When it came to winner validation and customer service, the Grand Central support team had Minor Figures’ back from day one with a detailed winner validation process, double-checking every potential win before triggering the cash to be sent.
When it came to customer service? They were all over it—answering every email, sorting every query, and making sure the whole thing ran smooth as oat milk.
Creativity and design are central to Minor Figures, and this project allowed us to showcase that while encouraging shoppers to build an emotional bond with our brand, driving trial and loyalty.
Olivia Sinclair Head of Marketing - EMEA
The Results
This campaign was a total win. By offering a fun, no-pressure way to engage, Minor Figures boosted consumer interaction and saw an increase in sales, all thanks to the instant-win mechanic and gamified experience. We brought in new customers while keeping loyal fans hooked. The buzz was so strong, even the Australian market is eyeing a rollout.
We were super proud to team up with such a creative and authentic brand to deliver a totally fresh and inventive campaign, all while staying true to the Minor Figure's quirky, unapologetic identity!
To see how Grand Central can help deliver your perfect rate of sale driving promotional solution get in touch now!