At last Spring has sprung! This month, brands continue to make the most of key occasions and celebrations with creative activations around Pancake and St. Patrick’s Day. As expected, Mother’s Day point-of-sale displays featured partnerships and promotions that were perfectly tailored to the occasion. With the recent change in season, we expect to see summer-heavy promotions and Easter hitting the shelves in the next few weeks.
Spread a little smile with Nutella
“These bold, red displays are hard to miss! It is great to see something different in-store to mix things up (literally), conveniently displaying all the ASDA necessities to pair with Nutella, to make the perfect pancake.” - GC View
Summary
The Nutella ‘Spread a Nutella Smile’ campaign in ASDA stores nationwide made Nutella the must-have Pancake Day topping. Eye-catching in-store displays, digital screens, and strategic POS materials drove visibility and impulse buys of retailer own-brand products. With warm family imagery and engaging messaging, the campaign reinforced Nutella’s role in making Pancake Day extra special.
Here's a Crêpe idea!
“Simple, relevant and pure genius. It might take you a second to figure out what is going on here but once you do – it is a brilliant piece of OOH. Pancake flipping videos have become a popular share on social media, I love how Tesco took that trend literally, to mark the occasion.” - GC View
Summary
For Pancake Day, Tesco has flipped the script on their OOH campaign, highlight the key ingredients needed for households to get involved in Pancake Day. The campaign is running nationally in OOH and press.
Must be a Jameson!
"Jameson won the St. Patrick’s Day occasion from an alcoholic perspective. Some lovely stand-out POS across multiple retailers backed up with OOH, ATL, digital, partnerships, and events. Very surprised to see such a lack of Stout advertising over the occasion"-GC View
Summary
Jameson’s 2025 ‘Must Be a Jameson’ campaign marks St. Patrick’s Day with a multi-million-pound push. Activations include a Sky Sports and VOD partnership, the ‘Orla Board’ bus at Wembley’s Carabao Cup Final, and on-trade giveaways in Young’s and Greene King pubs. A Yard Sale Pizza collaboration and a limited-edition bottle boost engagement nationwide.
Free Drinks! Cheers!
As part of its St. Patrick’s campaign, free Jameson, Ginger & Lime drinks are being offered in over 2,000 venues, including Greene King, Young’s, and Mitchells & Butlers, alongside major partnerships and nationwide activations.
Bespoke Shopper Displays
Jameson brings bold in-store activations, including eye-catching bottle-shaped FSDUs promoting Jameson, Ginger Ale & Lime. The push drives visibility and trial, celebrating St. Paddy’s!
"Orla Board" - Experiential
Jameson’s St. Patrick’s campaign features the ‘Orla Board’ bus, greeting fans at Wembley for the Carabao Cup Final with Jameson, Ginger & Lime, giveaways, and nationwide sampling in 2,000+ venues.
Limited Edition Bottle
A limited-edition St. Patrick’s Day Jameson bottle, created in collaboration with Anderson.Paak, blends Irish whiskey with bold, artistic flair — a collector’s item celebrating music, culture, and craft!
A schneaky espresso!
“This playful design taps into the ever-growing popularity of Guinness while giving drinkers a cleverly disguised alternative to a pint of stout. Whilst they might not be able to ‘split the g’, it’s a fun twist on pub culture that blends tradition with innovation, making it the perfectly inclusive way to celebrate St. Patrick’s Day in style"-GC View
Summary
Kahlúa launched the ‘Schneaky Espresso Martini Glass’ for St. Patrick’s Day 2025, designed to look like a pint of stout, allowing cocktail lovers to enjoy their Espresso Martini without judgement. The brand partnered with celebrities like James Haskell, and held activations at UK pubs offering free glasses and cocktails.
7Up for the CRAIC!
"7UP goes all in for St. Paddy’s, sharing its iconic green with the big day! A sleek can refresh, including 70 gold cans to win the €700 jackpot added some excitement and thrill to the shopper experience. The simple yet eye-cacthing creative seamlessly rolled out for in-store, OOH, and merch activations making this a winning campaign. 7 thumbs up!"-GC View
Summary
7UP is celebrating St. Patrick’s Day in style with a Golden Can promotion, giving lucky winners €700. The brand has also launched limited-edition St. Patrick’s Day cans and merchandise, with in-store takeovers, activations, and nationwide OOH and radio campaigns, making a splash across Ireland — a bold, exciting celebration of all things green!
Find the (lucky) gold can!
The St. Patrick’s Day limited-edition Golden Cans promotion offers shoppers the chance to win €700 by finding a special golden can in stores — a refreshing way to celebrate with a lucky twist!
Refreshing taste of luck
Sampling teams were stationed nationwide in Ireland, giving away free 7UP and encouraging participation in various on-site games and activities where passers-by could win products and merchandise.
Up for the merch!
7UP ran giveaways via social media channels, offering 10 limited-edition St. Patrick’s Day bundles of branded merchandise, including shirts, hoodies, beanies and bags.
Limited Edition Packaging & Promotions
Mothers Wit!
Camden Town Brewery launches a limited-edition Mother’s Wit Gift Box for Mother’s Day, featuring a zesty Belgian-style witbier and exclusive glassware — perfect for beer-loving mums.
Mums Royale Treat!
For Mother’s Day, Freixenet and Chambord collaborated on an in-store promotion at Sainsbury’s, encouraging shoppers to purchase Freixenet Prosecco and Chambord Liqueur to create the Chambord Royale cocktail at home!
A perfect Mother's Day Duo
Sainsbury’s Mother’s Day promotion pairs Tanqueray Gin with Thorntons chocolates. With eye-catching in-store displays, shoppers can grab a matching set & free gift bag to make Mother’s day extra special!
Indulge and Win!
Lily O’Brien’s Mother’s Day promotion offers a chance to win a £500 Secret Escapes gift card, cinema tickets, or chocolates. To enter, consumers can purchase a promotional pack in-store or scan the QR code.
Best of the Rest
Yellow Tail Rebranding
Yellow Tail unveils a bold new look, refreshing its iconic packaging with vibrant colours and a modern design. The update enhances shelf appeal while staying true to its fun, approachable spirit.
Floating over Melbourne
Moët & Chandon took celebrations to new heights, flying a giant champagne cork-shaped hot air balloon over Melbourne. The stunning spectacle marked a luxurious toast to life’s special moments in true Moët style!
Pub Succession
Heineken’s ‘Pub Succession’ campaign seeks a McLoughlin to take over J. McLoughlin’s, a historic Irish pub. Blending heritage with modern storytelling, the campaign keeps the spirit of iconic pubs alive for future generations.
Pharrell X Moët & Chandon
Moët & Chandon teams up with Pharrell for an exclusive Harrods pop-up, blending luxury and creativity. Featuring limited-edition bottles (with a detachable bow) and immersive experiences, the collaboration brings a fresh twist to champagne culture.
Diageo and Grind Giveaway
Baileys partners with Grind for St. Patrick’s Day, offering a limited-time giveaway of the Baileys Irish Coffee collection. Consumers can win exclusive kits to craft the perfect Irish coffee at home.
