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We developed a supporting campaign that expanded on the success of Halloween as an event outside of typical categories; confectionery, BWS and seasonal aisles to target the primary shopper audience of mums shopping the main estate and secondary audience of teenage shoppers and consumers typically shopping convenience stores.
The ‘Thriller in the Chiller’ shopper campaign was created to drive footfall into the chiller aisle in main estate and convenience stores. The campaign’s prize messaging differentiated between each element in order to appeal to the two audiences; offering main estate mum shoppers more chances to benefit from the promotion but also engaging teenagers shopping in convenience stores with the thrill of winning a VIP Fright Nights package. The promotion drew in over 8,000 entries within its five week period. Of these entrants, 5,000 people clicked through to purchase 2 for 1 tickets from the Thorpe Park website.