Brands ramp up major spring campaigns

Food and drink brands are kicking off spring with a wave of high‑impact campaigns designed to boost visibility, drive seasonal sales and deepen emotional connections with shoppers.

From football‑themed limited editions and community‑led flavour revivals to national food‑system initiatives and summer‑season brand refreshes, manufacturers are investing heavily in marketing to strengthen category presence and support retailers.

Here’s a round‑up of the latest launches and the ambitions behind them.

Carling: Limited‑edition FA Cup cans drive match‑day sales

Carling is leaning into its long‑standing association with football through a major limited‑edition campaign celebrating iconic moments from the Emirates FA Cup and Adobe Women’s FA Cup. The UK’s leading core lager brand has unveiled 12 collectible can designs across its 4x440ml, 10x440ml and 18x440ml multipacks, each featuring a QR code linking shoppers to video clips of the moments depicted.

The campaign is designed to help retailers capitalise on the sales uplift that accompanies major sporting events. Carling’s own research shows 55% of UK adults are interested in watching the FA Cup finals, while Kantar data indicates that big football fixtures deliver an average 13% uplift in grocery beer sales on match days. Previous Carling FA Cup promotions have delivered significant spikes, including a 45.6% uplift in 2025 and 68.9% in 2023.

Ryan McLaughlin, brand director for Carling at Molson Coors Beverage Company, said: “The Emirates FA Cup and the Adobe Women’s FA Cup are two of the biggest moments in the football calendar… Major sporting events represent a significant opportunity for retail, and Carling’s promotional multipacks help retailers capitalise on the moment.”

The campaign also includes incentives for convenience retailers, offering the chance to win FA Cup Final tickets through participating wholesalers such as Spar, Bestway and Unitas. Social media, in‑store activations, influencer partnerships and Carling’s Could It Be Magic? podcast will support the rollout.

By combining collectible packaging, digital engagement and retailer incentives, Carling aims to reinforce its position as the lager most associated with football while driving incremental sales during peak match‑day occasions.

Alliance Food Sourcing: industry unites to tackle hunger and cut waste

A coalition of 50 major food businesses has joined forces under the Alliance Food Sourcing (AFS) initiative to address two critical challenges facing UK redistribution charities: securing enough food to meet rising demand and reducing the high cost of transporting it.

AFS focuses on the 4.6 million tonnes of edible food wasted annually in the supply chain before reaching consumers. Businesses are investing in new processes to recover surplus ingredients — whether through repackaging bulk formats, salvaging ingredients from defective packaging, or using spare production capacity to create ready meals.

Examples include:

• Barfoot’s recovering sweet potato and squash “rubble” to create 40,000 meals per month
• 2 Sisters Food Group securing two million portions of chicken per year
• M&S and Myton Food Group producing 1.5 million pizzas and ready meals
• Tesco and Samworth Brothers producing 500,000 cottage pies
• Sainsbury’s and Greencore supplying one million extra ready meals
• Waitrose and Daybreak rescuing surplus pasta for 300,000 meals

The coalition has already delivered 10 million meals, with a target of 30 million annually by 2028.

Nicky Robinson, director of Alliance Food Sourcing, said: “The opportunity to do good is vast… thousands of tonnes of good, surplus food are already being rescued from the food supply chain, reducing waste and providing meals for the most vulnerable in our society.”

A pioneering logistics collaboration between Sainsbury’s, GXO, Baringa and Tesco Distribution is also reducing transport costs by using spare HGV capacity — dubbed “speed dating for trucks”.

Alongside industry action, five major retailers — M&S, Morrisons, Sainsbury’s, Tesco and Waitrose — will run a joint fundraising campaign, Let’s make a meal of it, throughout April.

Tilda: biggest‑ever campaign brings emotional storytelling to premium rice

Tilda is stepping up investment with its largest campaign to date, ‘Live Like You Mean It’, designed to boost brand awareness, attract new shoppers and fuel growth across the premium rice category. The campaign celebrates the role of food in bringing people together and positions Tilda as the ingredient that elevates everyday meals.

Rolled out nationwide from 1 April, the campaign spans TV, VoD, YouTube, radio, podcasts and a bespoke partnership with Capital and Capital Xtra. It is expected to reach 65% of UK adults, keeping Tilda front‑of‑mind across key mealtimes.

The creative introduces a more modern, playful identity while staying true to Tilda’s heritage in quality and care. It also supports the brand’s innovation pipeline by strengthening emotional resonance and reinforcing Tilda’s role across global cuisines.

Anna Beheshti, head of marketing at Tilda, said: “‘Live Like You Mean It’ is all about celebrating food as one of the best ways to show you care… This campaign builds on that, helping us connect with shoppers on a more emotional level and making the brand feel even more relevant for the next generation of foodies.”

Retailers will benefit from increased visibility and shopper engagement as the campaign rolls out, supported by creative agency Isobel and media partner Goodstuff.

Welsh Government: ‘Rooted in Wales’ unites the nation’s food system

The Welsh Government has launched ‘Rooted in Wales’, a national campaign designed to bring together farmers, producers, retailers, communities and families to build a fairer, more resilient food system. The initiative highlights how local sourcing, reduced waste and community‑led food partnerships can reinforce one another to support wellbeing and strengthen local economies.

The campaign aligns with the government’s ambition to increase public‑sector spending on Welsh food by 50% by 2030. It also showcases successful initiatives such as the Welsh Veg in Schools programme, which has delivered over 1 million portions of local organic vegetables to schools.

Deputy First Minister Huw Irranca‑Davies MS said: “Choosing food that’s rooted in Wales is a powerful action we can all take to help create a more secure food system for our communities.”

The campaign highlights the work of Local Food Partnerships across all 22 Welsh authorities and features case studies from producers such as Castell Howell, which supplies ingredients for 850,000 school meals per week.

‘Rooted in Wales’ aims to inspire businesses and consumers to choose local, seasonal food and reduce waste, reinforcing the country’s long‑term food strategy.

Jim Beam: Cadillac F1 partnership hits UK retail with Grand Prix giveaway

Jim Beam is bringing its global partnership with the Cadillac Formula 1 Team to UK shelves through a nationwide promotion offering shoppers the chance to win tickets to the 2026 British Grand Prix. The activation spans Tesco, Sainsbury’s, Co‑op, Morrisons and Amazon, with each retailer awarding up to five pairs of tickets.

Participating SKUs include Jim Beam White, Black Cherry, Pineapple and Black. Additional prizes include official merchandise packs and cocktail kits.

The campaign links race‑season excitement with Jim Beam’s long‑standing role in social occasions, from watch parties to summer gatherings. It also draws on a 90‑year heritage story: founder Jim Beam famously transported his proprietary yeast home in his Cadillac each night to protect it — an anecdote still honoured by seventh‑generation master distiller Fred Noe.

The promotion aims to attract new fans, drive category engagement and strengthen Jim Beam’s presence during peak summer hosting occasions.

Lucozade: Grafruitti returns with community‑first ‘For the Believers’ campaign

Lucozade has revived its cult‑favourite Grafruitti flavour with a socially‑led campaign created by We Are Social, tapping into a decade of online nostalgia and fan‑driven demand. The brand teased the return throughout March with playful community management, including logo switches, comments on old posts and Instagram bio updates celebrating “the Believers”.

The hero film features ambassador Jude Bellingham, creators Centino Lively and Deetee, and real fans whose posts kept the flavour alive. Lucozade also surprised superfans with doorstep deliveries, including a choir‑accompanied reveal for creator Jaden (@gotdatsauce).

Katie Sutcliffe, brand manager at Lucozade, said: “Bringing back an iconic flavour like Grafruitti carries a unique responsibility… Together, we’ve joined a decade-long conversation and delivered exactly what our community was craving.”

OOH, paid social and influencer activity support the relaunch, positioning Grafruitti as a cultural moment rather than a simple NPD revival.

San Miguel: ‘Spanish Summer’ returns with refreshed identity

San Miguel is relaunching its ‘Spanish Summer, No Matter When’ platform as the clocks go forward—a moment 50% of UK consumers see as the unofficial start of summer. The campaign taps into the seasonal uplift in socialising, with 57% of consumers more likely to go out during lighter evenings.

Alongside the campaign, San Miguel is rolling out a refreshed visual identity across Europe, designed to enhance shelf standout and reinforce its modern premium positioning.

Ed Hussey, senior brand manager for San Miguel UK, said: “The clocks going forward consistently marks a shift in consumer behaviour… For many, it genuinely feels like the unofficial start of summer.”

Promotional activity includes a nationwide competition offering consumers the chance to win a trip to Ibiza, supported by TV, OOH and social media.

KP Snacks: Popchips launches multi‑channel campaign to drive healthier snacking growth

Popchips is returning to screens and social feeds with a new multi‑channel campaign designed to accelerate growth in the healthier snacking segment and reinforce the brand’s position as a lighter alternative to traditional crisps. The campaign, launched by KP Snacks, spans TV, digital, social, shopper marketing and out‑of‑home, targeting consumers seeking flavourful snacks with fewer calories.

The activation aims to build on Popchips’ strong performance in the better‑for‑you category, where demand continues to rise as shoppers look for permissible treats that don’t compromise on taste. The campaign highlights Popchips’ core proposition — “big flavour, little calories” — and showcases its leading SKUs, including BBQ, Sour Cream & Onion and Sea Salt.

According to KP Snacks, the campaign is designed to “bring more shoppers into the category” by emphasising Popchips’ lighter cooking method and bold flavour profile. The brand’s air‑popped format, which uses heat and pressure rather than frying, remains a key differentiator in a competitive market.

The multi‑channel approach ensures visibility across multiple touchpoints, from in‑store displays to digital video. Shopper marketing activity will support retailers by driving impulse purchases and reinforcing Popchips’ role as a go‑to snack for lunchboxes, on‑the‑go moments and evening sharing occasions.

The campaign also supports Popchips’ ongoing innovation pipeline, which has included new flavours and pack formats aimed at broadening appeal. By investing in brand‑building at scale, KP Snacks aims to strengthen Popchips’ position as a leading player in the healthier snacking space and capture incremental sales as consumer interest in lower‑calorie options continues to grow.

Budweiser: limited‑edition World Cup packs bring global football excitement to UK shelves

Budweiser is rolling out limited‑edition World Cup packs across the UK as part of a global campaign celebrating its long‑standing partnership with the FIFA World Cup. The packs, available across major retailers, are designed to tap into heightened consumer excitement during the tournament and drive incremental sales in the beer category.

The limited‑edition designs feature bold football‑themed graphics and collectible elements that encourage repeat purchase. The activation forms part of Budweiser’s wider World Cup marketing push, which includes digital content, fan engagement initiatives and on‑pack promotions.

The campaign aims to strengthen Budweiser’s association with football — a key pillar of the brand’s global identity — and position the beer as the drink of choice for match‑day occasions. With major tournaments consistently delivering strong uplifts in beer sales, the brand is investing heavily in visibility to ensure it remains front‑of‑mind for fans stocking up for home viewing.

Retailers will benefit from increased footfall and impulse purchasing as shoppers seek out tournament‑themed products. The limited‑edition packs also support Budweiser’s broader innovation strategy, which includes packaging refreshes and special‑edition designs that drive engagement and collectability.

By aligning with one of the world’s biggest sporting events, Budweiser aims to reinforce its premium credentials, deepen emotional resonance with football fans and secure a strong share of seasonal beer sales.

USA Rice: new integrated campaign targets UK shoppers and boosts category awareness

USA Rice has launched a major integrated marketing campaign to drive awareness, education and usage of US‑grown rice among UK shoppers. The campaign, which spans digital, social, PR and retailer partnerships, aims to highlight the quality, versatility and sustainability credentials of American rice while supporting category growth.

The initiative comes as UK consumers increasingly seek out reliable, high‑quality staple ingredients that can be used across global cuisines. USA Rice’s campaign focuses on showcasing the product’s consistency, cooking performance and suitability for a wide range of dishes — from everyday meals to more adventurous home cooking.

The campaign includes recipe content, influencer partnerships, educational materials and targeted digital advertising designed to reach food‑engaged consumers. Retailer collaborations will help drive in‑store visibility and encourage trial, with USA Rice positioning itself as a trusted, premium option within the rice aisle.

According to USA Rice, the campaign is designed to “build long‑term demand” by increasing understanding of the product’s origins and sustainability practices. The organisation highlights the environmental stewardship of US rice farmers, including water conservation, wildlife habitat protection and regenerative agriculture techniques.

The campaign also supports NPD opportunities by encouraging manufacturers and foodservice operators to incorporate US rice into new product development and menu innovation. By raising awareness at both consumer and trade levels, USA Rice aims to strengthen its foothold in the UK market and unlock new growth across retail and foodservice channels.