Adding Soap to the Nation’s Favourite Chips

22nd February 2017

McCain is bringing its sponsorship of Emmerdale to life this month with ‘The Great Village Raffle’, a 360o activation with a compelling on-pack promotion at its heart.

Developed by Blue Chip, the activity sees more than 25,000 prizes available to be won across 42 SKU’s, with a combined value of £3 million, and all inspired by the 44 year-old soap.

Ten Mini Countryman cars are up for grabs, as well as Emmerdale set tours, acting masterclasses, country spa retreats, and gastro pub dinners.

Expected to be in-store for three months, the activity is being supported by print, social media and digital activity. It marks the frozen food brand’s most significant on-pack investment for many years, and the biggest activity Blue Chip has ever done for the brand.

“We wanted a fun, engaging shopper promotion that would celebrate our sponsorship of Emmerdale,” says McCain Marketing Director Mark Hodge. “What better way to do that than by holding a traditional village raffle with prizes inspired by the soap?”

To be in with a chance of winning, shoppers must buy a participating pack and  then enter their unique code over at promotional microsite – also developed by Blue Chip.

To further support the promotion, experiential activity will be taking place in multiples across the country. Shoppers need only show a pack to play the Great Village Raffle live in-store, puling tickets from the tombola to see what they’ve instantly won from the trestle table of goodies on-site.

“We wanted to bring all the fun of the fete to the store,” says Account Director Jess Harper. “But we know shoppers don’t want to hang around too long whilst their frozen chips defrost, so this gave us the chance to interact and engage without any drag.”

Keep an eye out on McCain’s Facebook page for live updates and stores near you, or head on over to with your pack code.


Interested in how Blue Chip can help you activate your sponsorships more effectively? Call Ian Morgan on 0161 833 4300 to find out more.