For two consecutive years, PromoVeritas has partnered with Stella Artois to run their high-profile Wimbledon promotions, enhancing consumer engagement across major UK retailers.

In the 2024 & 2025 campaign, participants purchased eligible Stella Artois packs and entered the promotion by scanning an on-pack QR code, completing an age gate, and submitting personal details through a secure process that included OTP verification. Winners were notified by SMS, with prizes tailored to each retailer, ranging from Centre Court tickets and shopping vouchers to exclusive tennis kits and even a year of tennis lessons up for grabs.

PromoVeritas delighted in serving up a range of services for our client to ensure a winning brand experience at this quintessentially British event.

• Preparation of faultless Terms & Conditions
• Umpiring marketing communications for full compliance
• A top spin, user-friendly entry microsite
• Ensuring fair play and independent prize draw
• Flawless delivery of Wimbledon tickets & winner communications

Strategy & Approach
The strategic approach leveraged Stella Artois’ premium positioning within the prestigious Wimbledon tennis championship context, utilising a sophisticated dual-mechanic framework to maximise both immediate engagement and sustained purchase behaviour across the UK off-trade landscape.

• Dual-Mechanic Strategy: The campaign brilliantly balanced immediate gratification (gift-with-purchase at Asda, Co-op, Sainsbury’s) with aspirational prize draws (premium Wimbledon experiences at Tesco, Aldi, Waitrose), ensuring broad appeal across different consumer motivations and shopping behaviours.
• Retailer-Specific Value Propositions: Each major retailer received bespoke prize allocations aligned with their customer demographics – from Tesco’s exclusive Wimbledon Final tickets to Aldi’s unique tennis coaching experience, creating genuine retail partner differentiation and competitive advantage.
• Digital-First Fulfillment: Utilising PromoVeritas’ established PromoEntries platform provided secure, branded winner portals ensuring professional prize claim experience consistent with both Stella Artois and Wimbledon’s premium brand values.
• Compliance-Led Approach: Building on proven T&C framework ensured regulatory compliance while accelerating time-to-market, critical for seasonal sporting event activation.