5 Essential Takeaways from Mando’s Masterclass in Promotional Marketing
The world of promotional marketing is constantly evolving, and staying ahead means understanding what truly captures the hearts and minds of modern consumers. That’s why we, along with our partners at YouGov, have been tracking the British public’s promotional preferences through our long-running whitepaper series “What the Brits Want”. On the 22nd of January, we shared the key promotional insights from our latest paper in an exclusive masterclass – Power Up Your Promotions!
Alongside the whitepaper insights, the audience at Sea Containers House were treated to hands-on, practical advice on ways to optimise future promotions based on Mando’s proprietary data, fascinating case studies from the likes of Sky and 19 Crimes and a lively debate with Mando’s own Becky Munday, James Best CBE (Chairman of the Committee of Advertising Practice) and Emma Kirk (General Manager at the IPM) on the most recent HFSS guidelines.
Here are our 5 key takeaways from the event.
5 Key Takeaways from Power Up Your Promotions 2026
1. Promotional Engagement: A Growing Force
Promotional engagement in the UK is not just high, it’s soaring. Our research reveals that a remarkable 86% of British adults find promotions appealing, and an impressive 75% are actively participating. A figure that has seen consistent year-on-year growth. This underscores that promotions are a vital and increasingly effective tool for marketers looking to connect with a broad and engaged audience.
“Since 2023, we’ve seen an increase of 3% in promotional participation – 72% to 75%, almost 10% increase since 2021. When you think about it, it makes complete sense that given the changes in lifestyle and the economy since 2021, participation in promotions is increasing as consumers increasingly look for value for money.” – Nick Fishbourne, YouGov
2. The Value-Driven Consumer: Cash is Still King
The modern British consumer is savvy and values tangible benefits above all else. When it comes to rewards, the data is clear: 65% of Brits are primarily motivated by money, while 56% favour discounts and offers. This highlights the critical importance of designing promotions that offer clear, quantifiable value, making financial incentives and compelling deals key to capturing attention and driving participation.
“Cash is always going to be the winner. Cash opens the door, but differentiation makes your promotion more memorable. It makes it shareable, and it keeps the momentum going” – Maria Sze, Make Lemonade
3. The Power of Repetition: Familiarity Breeds Engagement
Counter-intuitively, the power of repetition in promotions is immense. Our findings show that only 25% of Brits dislike it when a brand repeats an improved promotion, and Mando’s ProNet™ data even demonstrates that engagement rates can double when promotions are run more than once. As Maria Sze highlighted in the panel interview:
“As marketers we can be guilty of becoming bored of our own promotions before our audience does”
This suggests that rather than constantly reinventing the wheel, optimising and re-running successful campaigns can build familiarity, expectation and deeper brand loyalty.
4. Navigating Regulatory Changes: HFSS and Promotional Opportunities
The introduction of HFSS regulations presents a complex and often confusing landscape for marketers, with restrictions on advertising ‘less healthy food products’ (LHF’s) on TV before 9 pm and across online platforms. Our expert panel emphasised that promotions remain a valid mechanic to help drive sale despite the new regulation.
While the law requires careful attention to what constitutes an “identifiable LHF product,” and plenty of exemptions exist e.g. for smaller businesses and specific media like outdoor, it creates a powerful incentive to integrate compliance from campaign conception. Marketers must strategically leverage promotional mechanics and seek expert advice to navigate these changes effectively, turning regulatory challenges into opportunities for creative engagement.
5. The Blueprint for Optimised Promotions: Principles for Success
Optimising your promotions for maximum impact requires a data-driven approach, guided by five key principles.
First, choose a mechanic that precisely meets your objectives, whether it’s driving trial, boosting sales, enhancing brand engagement, or capturing data.
Second, select rewards that genuinely resonate with consumers, understanding that while cash is consistently popular, tech, merchandise, and unique experiences also drive high redemption.
Third, be transparent about the chance of winning, as higher clarity correlates with greater engagement.
Fourth, prioritise clear and compelling communication, with on-pack messaging remaining the gold standard for immediate consumer interaction.
Finally, prepare for fraud by automating validation where possible, but maintain manual processes for winners to ensure authenticity in the age of AI.
These insights are just the tip of the iceberg and this year’s whitepaper is packed with detailed case studies, expert commentary, and comprehensive data to help you design and deliver brilliant promotions that truly resonate with the British consumer.
Ready to turbocharge your promotion strategy for maximum impact?
