Why Sales Promotions Deserve a Central Role

When integrated properly, sales promotion is not a side hustle. It’s a strategic driver of both short-term results and long-term brand growth.

Recent IPA data shows that multi-channel campaigns consistently outperform single-channel ones — and combining sales promotion with advertising delivers the strongest results for both sales and profit. So why are so many brands still running promotions in isolation?

Integration is essential — not optional — brands can unlock the full potential of promotional activity by aligning it with broader marketing efforts. As consumers become more price-conscious, the brands that build promotions into the core of their strategy are seeing the strongest returns.

Take McCain: a multi-year brand platform with consistent promotional support led to a 56% uplift in sales value and £26 million in net profit. Nestlé’s Winning Weekends campaign, powered by Clubcard data, combined in-store activation, geo-fenced mobile targeting and digital media to reach 5.8 million customers and lift sales by 11%. These results weren’t about big budgets — they were about smart integration.

The same story plays out across channels. The best-performing campaigns combine sales promotion with brand advertising and direct marketing. Sector data shows integrated FMCG campaigns can deliver long-term ROI of £1.48 to £1.60 per £1 invested — and retail media is emerging as the new frontline. With UK spend expected to reach £1 billion in 2025, it’s a vital channel for getting closer to shoppers at the point of purchase.

So how do you integrate effectively? The IPA outlines four proven models — from advertising-led integration to social-led orchestration — but they all share one thing: promotions support the brand’s core message, rather than sitting off to the side. The best campaigns feel seamless across every touchpoint.

And don’t forget the final piece of the puzzle: measurement. Brands like Virgin Media O2 are using econometric modelling to track promotional performance as part of their total marketing mix — leading to stronger ROI, increased brand effectiveness, and better investment decisions.

At SPARK, we help brands and agencies connect the dots — from creative to compliance, from risk management to retail media. Because great ideas deserve to make it into market, and the right integration can make all the difference.