Field Day | Shopper & Promotional Marketing Agency

The HKX Building
3 Pancras Square

+44 (0) 20 3793 3800

Tracey Barber
Global CMO


Field Day

Field Day is a full service creative agency specialising in shopper, experiential and promotional marketing. We are passionate about retail and have extensive experience in grocery, convenience and the food service and leisure channels. We create award-winning, innovative, integrated ideas that truly connect brands with shoppers, borne out of a deep understanding of shopper barriers and triggers to purchase.

We help clients unite brand, shopper and retail media planning and underpin it with a progressive approach to understanding people and what makes them tick. We do that by taking an interest in behaviour and by seeking to unite data wherever we can find it, to establish an ever more realistic picture of our audience; what matters to them, how that influences them and ultimately what and how they buy.

The result is strategy, grounded in insight and designed to make best use of media to speak to shoppers at the right place and time to get them to act. Essentially, we help people to buy more, more often, from the brands that we work with.

Some of our work


Lay Off Our Eggs

For the first time ever in the UK, Reese’s were launching a creme egg. Our challenge was to cut through the noise of the competition, drive awareness and trial. We weren’t going to outspend the competition so we had to outsmart them. Sampling squads took to the streets of London, and were accompanied by our Easter Chick character who protested outside our retail partner’s stores calling for shoppers to 'Lay off our eggs'. They didn’t. Two million eggs sold out within weeks.

Ella's Kitchen

Play + Learn

Tasked with making Ella’s Kitchen's Finger Foods range more compelling than the competition, with a clear point of difference to drive trial, we developed a unique ‘kids-first’ sampling activity to coincide with ASDA’s ‘Baby and Toddler’ event. We delivered an interactive, fun and engaging sampling activity in aisle where traditionally retailer restrictions prohibit any real form of shopper interaction. Mums and dads were encouraged to explore the range, while their little ones were entertained with 'play & learn' activities which featured on the base of the stand.


Maximum Football

In celebration of Pepsi’s sponsorship of the UEFA Champions League, we created an on-pack promotion that would resonate across the whole of the WESA region with a unifying creative look and feel. Using cutting-edge technology, we offered fans the chance to win (not-yet released) PlayStation® VR prize packages and gave them access to exclusive 360 degree football content – a series of videos of tricks and stunts done by professional footballers.

Pepsi x KFC

Max It

With the Sugar Tax looming, KFC and Pepsico briefed Field Day to develop a staff incentive which ensured KFC staff were educated around no sugar benefits and to push Pepsi Max at point of purchase. Two mystery shop visits were conducted across 700 participating KFC stores, along with supporting creative for in-store and across KFC’s online staff portal to further drive awareness and consideration of the incentive.


New Finest

The quality and manufacture of food had been thrown into the media spotlight, with consumers questioning more than ever where their food originated from and how it was made. We realised that simply talking about quality was no longer enough, we had to prove it. We brought the people behind the food to the forefront, showcasing stories of passion, dedication, care and attention behind the entire Finest range; over 1600 products across 38 categories.


Unleash the Power

For the launch of the Aquafresh All-in-One Protection range, we were tasked with developing a shopper toolkit that could be utilised in Grocery and Pharmacy outlets across Europe. Creatively, we found harmony between a design that is recognisable as Aquafresh (through use of the Captain), while driving impact and stand out in a sea of white & blue. At shelf, we led messaging with a strong shopper call to action which called out the product’s advanced solution.

Some of our Clients

AQUAFRESH Blue Moon Carling Ella's Kitchen Finish LINKOSUO Pepsico Pravha Reese's Rekorderlig Sharp's Brewery Tesco

Services and People


Shopper strategy
Creative platform development
Campaign execution
Comms planning
Sampling & event activation
Trade marketing


Gillian Arthur
Managing Partner

Jonathan Moore
Executive Creative Director

Where to find us

Find us at HKX,
we'll be at:


Contact & Careers

Contact Us

Tracey Barber
Global CMO


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