Activation
Proprietary web-app campaigns with bespoke gamification functionality. We've built the tech behind SPAR's biggest-ever promotions and MFG's first digital activation across 1,200 forecourts.
BEST SHOPPER CAMPAIGN (AIA Awards)
GOLD for BEST PRIZE PROMOTION (IPM Awards)
Award-winning retail activation that shoppers love.
We build gamification campaigns, digital vouchering, consultancy and brand activations for the UK's biggest retailers and FMCG brands. Over 6 million campaign plays and counting.
Some of the amazing brands we've worked with over years
- SPAR
- Coca-Cola
- PepsiCo
- Mars Wrigley
- Mondelez
- Snappy Shopper
- Pioneer DJ
- MFG
- Greene King
- James Hall
- Heineken
1.2M
Plays on a single campaign (Frozen Fortune 2025)
500K+
Vouchers redeemed in store
28%
Voucher redemption rate vs under 2% for paper coupons
3,000+
Stores running our campaigns
What we do
Four ways we grow your business.
We specialise in convenience retail, FMCG and media centres - we know the shoppers, the stores, and what drives commercial results.
Consultancy
Strategic consultancy for retailers, FMCG brands and beyond. From supplier-funded campaign design to retail media propositions and go-to-market strategy - including work with Greene King, EcoCoconut and Pioneer DJ.
Vouchering
Our secure platform enables FMCG brands to sample products and drive repeat purchase through targeted digital vouchers - with real-time redemption data and 28% average redemption rates.
Partnerships
We help broker deals between FMCG brands and retailers. Matching supplier budgets with in-store activations that generate mutual value and measurable uplift.
Our work
Campaigns that win awards and win sales.
Real results from real campaigns. Not vanity metrics. Revenue, redemptions and repeat visits.
Award Winner
Win with Every Goal
A gamification campaign for SPAR that turned the world's biggest football tournaments into retail events. Shoppers spun a virtual wheel, got randomly assigned a team, and won instant rewards every time their team scored or conceded - coupled with a daily virtual scratch card that drove incredibly high engagement throughout the entire campaign.
Won Best Shopper Campaign at the AIA Awards and Gold for Best Promotion at the Institute of Promotional Marketing Awards. Over £700K reward pool. Backed by 35 brand partners.
- 1.1M
- Rewards issued
- 80K
- Customers
- 45%
- Sales increase
2025 Campaign
Frozen Fortune
A nationwide campaign across SPAR England, Scotland and Wales. Customers played the Ice Breaker game daily, unlocking the Fortune Maker bonus after every third play - with four £10,000 grand prizes and a £200 holiday voucher to be won every single day.
Supported by leading FMCG brands across multiple categories. Average voucher redemption rate of 28% - over 14x the average for traditional paper coupons.
- 1.23M
- Total plays
- 120K
- Shoppers
- 2.7s
- Avg. play frequency
2024 Campaign
Wheel2Win
Motor Fuel Group's first-ever digital app promotion - a single Spin-to-Win campaign that unified three distinct retail brands (Londis, Budgens and Morrisons Daily) across 1,200 forecourt stores under one MFG umbrella.
The wheel mechanic featured accelerate and brake pedals, tying the gamification to the motoring experience of MFG's forecourt customers. Players returned daily for 28 days, winning instant branded vouchers and entries into a £10,000 grand prize draw.
- 1,200
- Stores
- 40K
- Prizes available
- 3
- Symbol retail groups
About Abraxas
Built for retail. Consulting beyond it.
Founded by Andy Burt, with 15+ years of hands-on experience in convenience retail, Abraxas is supported by a dedicated team of specialists in activation, design, tech and legal. That deep sector experience shapes everything we do - from campaign mechanics to commercial strategy and consultancy.
Retail-native
Founded from inside the sector. We know c-stores, forecourts, and FMCG supply chains.
Proprietary tech
Our web-app platform powers gamification campaigns for SPAR, MFG and more.
Closed-loop data
Real-time redemption tracking. Retailers and brands see exactly which vouchers drove sales.
Brand partnerships
35+ FMCG brands on a single campaign. We help connect supplier budgets with retail activations.
Ready to activate across 10,000+ stores?
Whether you're a retailer looking to engage shoppers or a brand seeking a proven route to market - let's talk.
Get in touchContact
Let's build your next campaign.
Drop us a message or email andrew@abraxasmarketing.com directly.