Pancake Day: Stand-out strategies

Date : 08 February 2018

Ahead of Shrove Tuesday, we round up our favourite initiatives this year.

Iceland: Value bundle deal

The first pancake day activity we spotted this year was from Iceland. Shoppers who buy a £5 pancake pan can add pancake mix, spray oil, and a choice of toppings to their basket for free. It's conveniently cross merchandised in-store, and available as a bundle deal online.

Source: IGD Research

Tesco: Exclusive products to inspire creativity in the kitchen

Tefal and Ferrero have partnered on a special squirrel-themed pancake pack, exclusively available at Tesco. It includes a non-stick Tefal pan with a squirrel template the base, a squirty bottle to help make the design, as well as 200g jar of Nutella. This quirky idea is fun and different, and likely to drive impulse purchases. The end result is family-friendly and photogenic, so may hold extra appeal to social media users.

Source: IGD Research

Pip & Nut pop-up at Whole Foods

On Monday 12th and Tuesday 13th February, nut butter brand Pip & Nut is opening a pop-up stall in Whole Foods' High Street Kensington branch. During happy hours, the first 100 pancakes will be free. As a non-traditional topping choice, this is a great way for Pip & Nut to encourage shoppers to try their products. The pop-up will also help generate excitement and footfall in-store for Whole Foods. 

Source: IGD Research

Booths: Generating excitement via social

Booths has partnered with supplier Sweetpea Pantry, whose products include a health-focused pancake ready mix. They're running a social media campaign under the hashtag #BoothsTastyToppings, encouraging shoppers to share their favourite pancake toppings, for the chance to win Sweetpea pancake prizes.

Source: Booths Twitter

Ocado: Something for everyone

Ocado's pancake day webpage is divided into six different categories, making it easy for shoppers to find everything they need, from healthier choices to indulgent sweet treats, ready-made options to kitchen kit to cook from scratch.

Source: Ocado