Costcutter has reported a 28% rise in summer sales of Heineken brands after teaming up with the supplier for a competition called Golden Balls.

Shoppers were invited to enter a prize draw to win a luxury holiday worth £10,000 during the six-week promotion period.

They had to find special golden balls in their local Costcutter, Mace and Supershop stores, with clues posted on the stores’ social media channels, and then pose with a picture of the balls in order to be in with a chance of scooping the prize.

It led to a strong uplift in sales, while the store location finder page benefited from an extra 31,000 visits.

Jenny Leetch, brand manager at Costcutter Supermarkets Group, said: “It has proved that by engaging shoppers with eye-catching promotions and interactive games, we can really help our retailers drive sales.

“As well as the obvious sales success, it’s been one of our most socially engaging campaigns to date, with increased reach, page likes and engagement.”

Melvin Mourtray of Costcutter in Lurgan added: “The week the Golden Ball was in-store was exciting. The in-store theatre as well as activity on our local social media pages made sure shoppers knew what was happening.

“Our staff had a spring in their step and I felt like the store was a better place for it. I’m sure more people were in my store because of the Golden Balls competition and that I got more sales during the week.”