Camelot targets Wimpy in hunt for partnership SBHD:

Camelot, the National Lottery operator, is in talks with burger chain Wimpy about establishing a marketing partnership as part of an effort to revive its flagging National Lottery Enterprises division. It is significant that Camelot is considering striking a deal with a small player such as Wimpy, which has 239 outlets, rather than one of the leading burger chains such as McDonald’s or Burger King. Observers believe it reflects the difficulties of extending the National Lottery brand beyond lottery tickets. The Enterprises division has been hit by the collapse of a number of its deals – marketing partnerships with McVitie’s and McCain’s have been dropped (MW December 11 1996). But under the conditions of its National Lottery licence, Camelot is obliged to find ways of raising revenue in addition to sales of lottery tickets. Wimpy appointed a sales promotion agency, Ignition Marketing, in November and talks have been held with a number of organisations about brand tie-ups. Wimpy marketing manager Katherine Young says: “We have spoken to Camelot, along with others, but nothing has been agreed yet and there is no timescale.”


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