Beyond the shelf: promotions to drive NPD and growth

Food and drink manufacturers are deploying a diverse range of high-impact promotional strategies — from immersive physical experiences and retail takeovers to unique product formats and global sports partnerships — to highlight new product development (NPD) and reinforce brand authority in early 2026.

According to a series of recent campaign announcements, industry leaders are increasingly moving beyond the shelf to create emotional connections with consumers through creative storytelling and community engagement.

Immersive experiences and retail takeovers

Brands are transforming physical retail spaces into interactive destinations to drive visibility for female-founded businesses and lifestyle concepts.

Whole Foods Market & Buy Women Built: in a month-long activation for March, Whole Foods is dedicating its High Street Kensington, London, UK windows to “The Real Role Models,” showcasing over 100 female-founded brands.

“Visibility changes everything. When customers can see the women behind the brands – their faces, their stories, their journey – it builds connection and drives meaningful support,” says Sahar Hashemi, founder of Buy Women Built.

Living Things “Supermarket Nail Bar”: prebiotic soda brand Living Things is partnering with Townhouse Nailcare for in-store activations at Waitrose.

“For the first time Waitrose customers will be able to ‘polish off’ a can of Living Things and enjoy a manicure while they shop,” notes Adam Shinegold, Waitrose senior retail media manager.

Percival Soho 2.0: Menswear label Percival has relaunched its Soho flagship featuring a dedicated vinyl listening bar in partnership with Monkey Shoulder whisky.

Strategic sports partnerships & fan-centric NPD

Major players are leveraging global sporting platforms like Formula 1 and the Premier League to launch targeted NPD and experiential stunts.

KitKat’s Chocolate F1 Car: to celebrate its F1 partnership, KitKat unveiled a life-sized, 350kg chocolate car at Silverstone.

“We’re not just showing up at the track, we’re also bringing the thrill of the race to supermarket aisles, making every ‘F1 break’ part of the fan experience,” says Scott Coles, MD for Nestlé Confectionery UK&I.

Coca-Cola “Supercan”: Coca-Cola Europacific Partners (CCEP) is introducing a new 500ml “Supercan” format specifically for the “immediate consumption” space, tied to a Premier League “Superfan” promotion.

Jim Beam & Cadillac F1: the bourbon brand is launching a global film campaign, “Raised Together,” celebrating its shared history with Cadillac as the team prepares for its F1 debut.

Category extensions and format innovation

Brands are entering new categories and introducing channel-specific formats to capture shifting consumer trends.

Freixenet Solare: sparking wine leader Henkell Freixenet is entering the spirits category with “Freixenet Solare,” a Mediterranean aperitivo.

Mionetto On-the-Go: capitalising on the aperitivo trend, Mionetto is introducing a new 5cl format specifically for airlines and cruise lines.

Humour and “love language” campaigns

Foster’s is using cultural insights to help consumers reconnect through unconventional humour.

Foster’s “Knob Tourism”: the beer brand has pivoted into travel, curating a “Knob Holidays” guidebook to Australian towns like Yorkeys Knob to celebrate British mates’ “love language” of banter.

“Love you cans’ is about giving blokes a simple, no-pressure way to reach out, using the language they already throw around with each other down the pub,” explains Zach Jordan, senior brand manager at Foster’s.