Ribena Summer
On-Pack-Offer Campaign

The aim was to drive consumer engagement and boost sales of Ribena products by offering a nationwide On-Pack Offer (OPO) that encourages purchases through a QR code-based instant win competition.

The Results

• Over 87,000 QR codes scanned - indicating high consumer interaction and engagement with the campaign

• Over 79,000 entries - showcasing strong participation and interest in prizes

• Over 16,000 subcribers - highlighting the campaign’s effectiveness in expanding Ribena’s consumer database and potential for future marketing efforts

My Role:

I ensured all digital elements adhered to Ribena’s brand guidelines and adapted the design and functionality of the competition’s digital infrastructure to reflect the brand’s identity. I oversaw the design process to maintain consistency with Ribena’s standards and collaborated with the development team to ensure accurate implementation, delivering a seamless user experience and preserving brand integrity throughout the campaign.

Leveraging the assets provided by Ribena, I designed the user interface and crafted the user experience for all stages of the competition, ensuring brand consistency and usability across every touchpoint, including sign-up forms and winner landing pages.

Enhancing the experience

Recognising opportunities to enhance the user experience, I streamlined the entry journey by addressing potential pain points. For instance, I anticipated confusion around the code entry process—based on insights from previous campaigns—and proactively integrated clear, concise instructions into the flow, simplifying the process and reducing user errors.

Email Campaigns

I adapted e-campaign emails for winners and non-winners to align with Ribena’s brand guidelines, coordinated with the development team for accurate deployment, and ensured all necessary information, including entry instructions and participating products, was clearly communicated to users.

The website

I also took on the task of integrating a dedicated campaign section on the website, ensuring it seamlessly aligned with the site’s overall look and feel while enhancing the campaign’s visibility. My approach balanced maintaining brand consistency with making the campaign stand out, effectively drawing user attention and driving engagement.

This project was completed in collaboration with Holograph