SSP UK unveils World-Cup themed promotion drive

SSP UK, the owner of brands including Upper Crust and Millies Cookies, is launching a promotion across UK railway stations in the run up to the World Cup called ’Get Your Free Kicks.

SSP poster
SSP poster

The campaign will run from 10 June to 11 July and involves a “match and win” promotion supported by an integrated marketing campaign designed and implemented by 3sixteen.

This is the first time that SSP has run a promotion across such a wide range of its rail outlets; which include Upper Crust, Caffe Ritazza, Whistlestop, Millies Cookies and Delice de France.

With every purchase consumers will receive one of 3.5million free game cards; each card depicts half of a World Cup nation’s flag and consumers are encouraged to collect and match two halves of a flag with the chance to win products such as baguettes, sandwiches and coffees.

Targeted at World Cup conscious commuters and supporters the activity will be promoted via transvision and digital 6-Sheet advertising, posters, in-unit point-of-sale and PR.

The promotion is designed to drive sales by increasing the frequency and variety of brands which consumers choose to visit.

SSP says the timing has been chosen to coincide with the increased summer traffic, when World Cup supporters will be travelling through stations on their way home to watch matches and spending longer in the many station bars which are showing live World Cup matches.

Heather Cooper, head of marketing development at SSP UK, comments: “This is a simple mechanic that should really capture the imagination of our consumers. We’ve been very impressed with the creativity of the team at 3sixteen, as well as their ability to create simple but effective promotional campaigns.”

Carey Trevill, 3sixteen Managing Partner, adds: “This is the first ever cross-brand promotion for SSP and demonstrates a bold step for the company in terms of undertaking a large integrated marketing campaign to drive consumer response.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here