Anticipation of the 2010 South African World Cup is building to fever pitch, along with the opportunities to increase retail sales.

To promote the World Cup instore for Premier, Superior devised a text-to-win competition that will run from 12th May to 13th July. Fronted by Sir Geoff Hurst MBE, England’s hat trick hero from the 1966 World Cup-winning England team, the competition will yield 10 prize winners every day!

Point of Sale material features photographs, taken by Superior, of Sir Geoff in a 1966 World Cup replica strip. Prizes included signed editions of this strip and sixties style footballs also signed by Sir Geoff.

In the first week of the competition, Superior received 10,000 text-to-win entries.

Result!

This is the year the Premier retail group achieves its 2,500 store launch. To help celebrate this milestone, Superior devised Premier’s biggest-ever promotion, involving 3 million scratch cards, across the nationwide estate.

In April, Premier customers who spent £5 or more could pick up an instant win scratch card with a one-in-three chance of winning free product and cash prizes, worth a total of £750,000.

Superior’s 10 years of experience servicing Premier stores were brought to bear in communicating this exciting promotion to trade and customers, through local press advertising, leaflets and point of sale, as well as printing and supplying the scratch cards, and organising redemption of cash prizes.

There were 1.2 million in-store prize winners plus 6 lucky cash winners of £2,500. The promotion ran for four weeks across the entire Premier estate.