Bazooka Candy Brands has rolled out a major on-pack promotion with Premier League club Brentford FC, giving convenience retailers a new opportunity to drive footfall and boost basket spend during the key late-winter trading period.
Running throughout February and March, the ‘Bazooka Sweet Seats’ promotion offers shoppers the chance to win a VIP Brentford FC away experience, including hospitality box seats for the club’s match against Manchester City at the Etihad Stadium on 9 May, as well as an overnight stay ahead of the fixture.
The supplier said the initiative forms part of its ongoing partnership with Brentford FC and is designed to help retailers maximise sales by tapping into football fans’ enthusiasm through high-impact in-store activation.
Shoppers can enter via a dedicated consumer website, with weekly winners drawn across the promotional period. Bazooka said the mechanic is intended to encourage repeat store visits and increased spend, with retailers urged to stock the full Bazooka Candy Brands range to maximise engagement and incremental sales.
The promotion is backed by a fully integrated marketing campaign, including out-of-home advertising, social media, digital activity, a custom CGI video and in-store point-of-sale materials to ensure strong visibility at shelf.
Bazooka described Sweet Seats as the first consumer-facing activation of its Brentford FC partnership this year, forming part of a wider programme of consumer and trade activity planned throughout 2026.
The company added that its portfolio, which includes products such as Bazooka Splashz and Push Pops, is positioned to deliver “edible entertainment” and help retailers drive confectionery sales through engaging, prize-led promotions.