The National Lottery has signed a deal with mail order giant Freemans,
which will become its second marketing partner in a move that will keep
tickets out of the reach of underage punters.
Freemans, which does not allow anyone under the age of 18 to order
through its catalogues, is putting an additional pounds 1m into its
marketing budget to support the tie-up, and will also launch its first
TV campaign in January.
This comes on top of Freemans’ pounds 6.5m advertising spend promoting
its mail order and catalogue business (Register- MEAL for the year to
September).The company, which holds 10% of the pounds 6bn mail order
market, is planning to supplement its standard ‘pounds 1 back for every
pounds 10 spent’ deal by offering consumers the choice between pounds 1
or a free National Lottery ticket. These will be issued in the form of a
branded voucher and can be redeemed at lottery terminals for a pounds 1
Lucky Dip ticket with ‘Thank you for shopping at Freemans’ printed at
The company is also planning to use the vouchers to attract new
customers and win back lapsed customers. The marketing partnership is a
two-year deal and excludes Camelot from licensing the marketing clout of
the National Lottery brand to any other mail order company.
‘This partnership gives Freemans access to the UK’s largest consumer
brand,’ said Camelot marketing director Jon Kinsey.
Freemans joins McCain Foods as the two partners which have signed up as
marketing partners with Camelot. The scheme was first announced in March
but its launch was delayed after Camelot admitted it was having
difficulties finding partners which adhered to its licence criteria.