Wrigley's Extra Refreshers retail activation custom trainer campaign by MattB Customs

Wrigley's Extra Refreshers: A UK-Wide Retail Activation & Giveaway Campaign

Wrigley's Extra Refreshers is one of the biggest projects we've ever taken on - A retail activation running across multiple major retailers, backed by a giveaway campaign that reached across the UK, Ireland and Europe.

Best fit for: a consumer brand wanting a multi-retailer in-store activation combined with a mass-reach giveaway, rather than a single pop-up or one-off event.

Custom trainer design created by MattB Customs for the Wrigley's Extra Refreshers retail activationA presence in five major retailers

The product was housed in branded POS stands across Tesco, Asda, Sainsbury's, Morrisons and WH Smith, each featuring our marketing — a picture of the custom shoe and a "win it" call to action.

400+ pairs across four flavours

We created over 400 pairs of custom shoes across four different designs, one for each of the four new flavours in the range. The campaign ran across multiple countries, with the same shoes appearing under Wrigley's Orbit, Freedom and Extra brand names depending on the market.

Four custom trainer designs made by MattB Customs for the Wrigley's Extra Refreshers flavour range

Over 1,000 DIY customisation kits given away

Alongside the shoe giveaway, customers could also win one of our DIY customisation kits — a box containing paintbrushes, paints and everything needed to create a custom design at home, plus exclusive content from us explaining how to use it. More than 1,000 of these kits were given away across the UK, Ireland and Europe.

DIY custom sneaker painting kit given away as part of the Wrigley's Extra Refreshers campaign

A Tesco-exclusive trip to our studio

Tesco ran its own exclusive competition on top of the wider campaign — the chance to win a seat at one of our workshops. Tesco selected 10 winners, who travelled to Manchester to take part in a hands-on workshop at our studio.

Tesco competition winners at a MattB Customs workshop in the Manchester studio

The reach

Our branding featured across all of the campaign's in-store and online marketing, including our logo and photos of both the shoes and Matt himself. The campaign's uniqueness in an otherwise very consistent retail environment also picked up a lot of public media attention.

Watch the social content - https://www.instagram.com/reel/DGlRR93NP8z/v

Want to run a multi-retailer activation or giveaway campaign of your own? Get in touch via our Work With Us page or email business@mattbcustoms.com, or browse our full Case Studies library for more examples.