scratchcard printing
6 popular scratch card promotions from big high street names

6 popular scratch card promotions from big high street names

When we talk about scratch card promotions with customers they can often get stuck on campaign ideas. To help inspire your scratch card marketing we’ve brought together a range of popular campaigns from big high street names.

In order to demonstrate how versatile scratch card marketing can be we selected brands from very different industries, all using scratch cards to achieve variety of objectives.

Dove use scratch card promotions to start a conversation.

Dove wanted women to understand body washes aren’t all created equal and show that other body washes scratch your skin and strip away essential nutrients. The challenge put forth was to bring a problem women didn’t realise existed to life and position Dove Body Wash as the best solution to that problem.

With the help of marketers Oglivy and Mather, Dove created a Scratch Card that women inadvertently scratched skin right off and only then did they realise the message behind the scratch card.

The goal of this campaign was word of mouth, so cards were sent  to 500 of the most influential lifestyle bloggers in Canada with the intention of them sharing the news with their friends and followers.

Dove Scratch Card Promotions
Dove Body Wash’s Share of Conversation increased to 93% (13% pts over objective), they reached 1.8 million impressions with the help of the BlissDom bloggers, and received over 200 tweets from women saying why they wanted to switch to Dove Body Wash.

Lidl use scratch card promotions to increase sales and brand identity.

Global discount supermarket chain, Lidl operates over 10,000 stores across Europe. The brand are also ‘official supermarket of the England team’ and partners of the FA skills programme.

Capitalising on the football season the chain of stores created a scratch card competition, increasing spending and generate hype.

Playing on the famous BBC show Match of the Day the store created a scratch card competition Scratch of the Day.

When customers spent £20 or more in store they received a Scratch Card, with the chance to win an in-store reward or even a family holiday to Barcelona.

The cards would reveal a unique code that could entered into the website to for the ‘chance to win one of our fantastic footy prizes’.

Lidl Scratch Card Promotions

Capital FM use scratch card promotions to engage new listeners.

UK’s Music Station Capital FM wanted to carry out a national marketing campaign to attract listeners. They created a competition targeting large companies and encouraging engagement.

Each region targeted in the UK required frequency specific artwork, with a split of prize options for the chosen winning cards. The cards were then handed out to companies who could tune in and discover if they had a winning card which would offer a selection of rewards for their workmates.

Capital FM Scratch Card Promotions

Ryanair use scratch card promotions for philanthropic work.

Irish low-cost airline Ryanair Irish use scratch cards to improve their corporate social responsibility as well as offer entertainment for passengers.

The company sell scratch cards for just €2 and passengers have the chance to win cash, luxury cars, or even scoop a whopping €1 million. Proceeds from the sale of the scratch cards go to support the numerous children’s charities the airline partner with.

Although in the past Ryanair scratch cards games have come under criticism there is no disputing the good they have achieved by donating thousands to charities and children in need.

Ryan Air Scratch Card Promotions

Nasty Gal use scratch card promotions in store opening.

Nasty Gal is an American retailer that specialises in fashion for young women were launching their 2nd bricks and mortar store and were looking to attract customers to the opening.

To do this they created a scratch off promotion to match their in store, artwork, signage and bags.

The young, trendy and sexy campaign, created extra excitement around the brand and was in keeping with the Nasty Gals image. The scratch off promotion was a hit and their store opening was a huge success.

Nasty Gal Scratch Card Promotions

Pizza Hut use scratch card promotions to increase returning customer.

American restaurant franchise Pizza Hut wanted to increase home delivery sales and stand out from competitors. To do this they decided to create a scratch card marketing campaign.

They created a scratch and match competition. where customers had to find three of the same symbols out of nine panels. The cards were attached to delivery boxes, winners received money off coupons to drive future delivery sales.

Pizza Hut Scratch Card Promotions

Experienced scratch card printers get the best results

Experienced scratch card printers get the best results

How to find scratch card printers you can trust

You may have used a local print shop to run off a few business leaflets and posters for you, but do you really think they would be able to handle such a complex job as printing promotional scratch cards? No, of course not. This is why you should only trust dedicated scratch card printers with the right equipment and plenty of experience to manage your printing job.

Scratch cards are currently one of the most effective ways to promote your business. They are unique, intriguing, fun and interactive. Smart businesses are already using them to boost sales, grow revenue and draw in new customers as well as helping to retain their current ones. However, not all printers are equipped to handle scratch card printing and the specialist processes required to process such jobs.

Companies who use the best scratch card printers can achieve better results from their promotional campaigns. Building stronger relationships with their customers and providing a better ROI.

How to the achieve better results?

Bespoke Scratch Card Printers, A6, Gloss Laminated

Don’t risk being let down

Price is always an important factor when choosing a printer to work with on your campaign, but this should never be the deciding factor (you’re probably thinking we’re biased? But, in our 15 years of commercial printing and design experience we have picked up the pieces from poorly produced jobs on more than one occasion).

Going by price alone can risk you not achieving your desired results. If you receive a scratch card quote from a printer that is significantly lower than any other, beware! That printer may not completely understand the campaign and/or process to best deliver it.


Using a inexperienced or ill-equipped printer to create your scratch card campaign could incur more costs in the long run, or worse result in a fault or disastrous campaign. In 2011, Ryanair had a profile PR disaster due to a scratch card printing error.

Things to look out for to help you choose a good quality scratch card printing company:

1: Experience: look at the range and variety of projects that the company has produced, request scratch card samples and make a judgement on the quality of their work for yourself.

2. Scratch card options: Can the company offer customisable sizes and shapes variable data printing, individual numbering, security printing, Kitting, coloured latex, latex overprinting etc.

3. Competitive pricing: Beware of cheap, unsubstantiated printing quotes

4. Guidance and advice: An experienced printer will be able to guide you through the entire scratch card production process. From game design to final print and delivery, they should be able to advise you about your choices and suggest suitable improvements (if necessary) so that your campaign achieves the best possible results. Building a good relationship allows you to understand how you can work together to create high-quality targeted campaigns.

You’ve chosen your scratch card printers, what happens next?

Ask yourself what you want to achieve from your campaign. An good scratch card company will understand your needs and add value to your campaign. They will provide product options, supply scratch card samples and explain to you how your cards will be produced.

An experienced scratch card printer will be familiar in every aspect of production from design and planning to statistical analysis and security measures.

If you have never run a scratch card campaign before then a good printer will be able to design and print a campaign that will meet all your promotional objectives. Experienced printers will have handled most game formats before so will be able to offer some sound advice for the novice marketer.

Security plays a major part in any scratch card promotional campaign. No matter whether you are giving away hundreds of low value prizes or a top prize worth thousands of pounds, your printer will be able to support and aid you in all legal and security measures to prevent fraud or forgery.

If you are interested in finding out more about using scratch cards to promote your business, then why not take a look at our free guide: How to promote your business with scratch cards.