Lime Communications

What Lime Communications does

Lime Communications is an independent brand activation agency headquartered in a single London office (Studio G2, Kennington Park), operating since approximately 2001 with a stated 25-year track record. The firm delivers through-the-line campaigns across three interconnected service lines: Sales Promotion Services (on-pack promotions, instant-win mechanics, collect-to-win campaigns, connected packaging with QR codes, prize sourcing, and fulfilment), Partnership Services (brokering and managing brand partnerships with a specialism in film and entertainment IP, talent liaison, and co-creation of exclusive products or experiences), and Experiential Marketing Services (pop-ups, sampling tours, themed events, and live retail experiences, branded as the 'Sublime' experiential sub-team).

The agency serves enterprise FMCG and consumer brands — Mars Wrigley (Celebrations, Extra, Snickers, Twix, M&Ms, Maltesers, Galaxy, Sheba, KIND), AG Barr, Kärcher, Walkers, Urban Outfitters, Coca-Cola, Utilita, Sharp, Pure Dairy Free — alongside entertainment IP holders such as Universal Studios, Disney, Sony Pictures, Paramount+, Lionsgate, and Studio Canal. Lime operates a sales-led go-to-market model: direct outreach, pitches, RFP processes, and inbound referrals from long-standing client relationships, with case studies (Kärcher Wash & Win, Celebrations supermarket campaigns, AG Barr x Jurassic World, Urban Outfitters x A Complete Unknown) functioning as primary conversion material. The agency has no disclosed funding, no parent company, no subsidiaries, and no physical offices outside London.

Lime's revenue model is professional-services agency fees — bespoke project-based and retainer arrangements tailored to campaign scope and duration — with pricing not publicly disclosed. Distribution is direct-to-enterprise via the website contact form, telephone, and named partner emails. The agency has no proprietary technology platform, API, SDK, or AI/ML capabilities; its 'product' is human creative, partnership brokering, and campaign management expertise, supported by an active Insights Hub blog and social channels (LinkedIn, Instagram, YouTube) used for thought leadership and lead nurturing. Multiple 2025 industry awards — IPM Gold for Best Incentive and Prize Promotion, IPM Silver for Household Products and Services, and Best Promotional Campaign at MAD//Fest London's Independent Agency Awards — provide third-party validation of campaign quality.

Name

Lime Communications

Legal name

Lime Communications

Website

https://wearelime.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Lime Communications is an independent London-based brand activation agency delivering sales promotion, film and entertainment IP partnerships, and experiential marketing campaigns for enterprise FMCG and consumer brands, primarily across the UK and Ireland.

Ownership category

akta.pro rank

Product category

Brand Activation Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Brand Activations & Pop-Ups (Retail/Street/Guerrilla) (BPAFAGAF)

akta.pro secondary industries

Brand Campaign & Integrated Communications Agencies (MPAAAAAC), Festival & Live Entertainment Brand Partnerships (MPAAAGAF), Fan Engagement & Onsite Technology (RFID, Cashless, Apps) (MPAGAAAL)

Keywords

• Sales promotion services
• Brand partnership agency
• Experiential marketing
• FMCG campaign agency
• Film IP partnerships

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Agency Service Fees: Lime Communications generates revenue by providing professional agency services to FMCG brands, retailers, and entertainment studios. Services include sales promotion campaign development, brand partnership brokering and negotiation, experiential marketing execution, prize fulfilment, and end-to-end campaign management from idea generation through to delivery. Fees are typically project-based or retained arrangements, reflecting the bespoke nature of each campaign.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Lime Communications is an independent London-based brand activation agency that delivers through-the-line marketing campaigns combining sales promotion mechanics, brand partnership brokering (with a specialisation in film and entertainment IP), and live experiential activations. The agency manages end-to-end campaign execution — from idea generation and partnership negotiation through to prize sourcing, legal compliance, fulfilment, and post-campaign analysis — for enterprise FMCG brands, entertainment studios, and UK retailers.

Product overview

Lime Communications is an independent brand activation agency based in London operating as a single unified service offering across three interconnected disciplines: Sales Promotion Services, Partnership Services, and Experiential Marketing Services. The agency delivers through-the-line campaigns combining sales promotion mechanics (on-pack, instant-win, collect-to-win), brand partnership brokering (particularly film and entertainment IP), and live experiential activations. Services span from idea generation through to prize fulfilment and campaign management, with particular expertise in FMCG sectors including confectionery, beverages, and alcohol brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales Promotion Services

Quantifiable outcome

• Kärcher Wash & Win campaign won IPM Gold Award for Best Incentive and Prize Promotion and IPM Silver for Household Products and Services (2025)
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

27 partnerships are on record, tiered core and minor.

• Universal Studios (Jurassic World: Rebirth)coreStrategic or Co-development Partner · 1 January 2025Lime led the negotiation and execution of AG Barr's partnership with Universal Studios for the Jurassic World: Rebirth cinematic release. The partnership enabled a Drink. Scan. Win. promotion across six million AG Barr packs in the UK, with dino-themed prizes tied to the film release. Lime managed the full partnership from negotiation through to promotional execution.
• KärchercoreStrategic or Co-development Partner · 1 January 2025Lime partnered with Kärcher to develop and execute the Wash & Win with the Number 1 campaign — an instant-win promotion that turned every Kärcher purchase into a prize-winning experience. The campaign won multiple industry awards and demonstrated Lime's ability to create award-winning promotional campaigns for household products brands.
• Urban OutfitterscoreStrategic or Co-development Partner · 1 January 2025Lime secured Urban Outfitters' first-ever film partnership, uniting the Gen-Z fashion brand with the film A Complete Unknown. Inspired by the film's themes of self-expression and personal identity, the campaign featured retro-inspired fashion pop-ups across flagship stores in London, Manchester, and Paris, amplified through influencer collaborations and social media activation.
• Wrigley Extra (Extra Refreshers × MattB Customs)coreStrategic or Co-development Partner · 1 January 2025Lime managed the Extra Refreshers × MattB Customs campaign on behalf of Wrigley. The partnership with custom sneaker artist MattB created four bespoke pairs of trainers as prizes, engaging Gen Z consumers across the UK and wider European markets. Lime handled end-to-end campaign management including concept development, digital experience, fulfilment, and cross-market logistics.
• Mars Wrigley (UEFA Women's Euro 2025)coreStrategic or Co-development Partner · 1 January 2025Lime managed Mars Wrigley's on-pack promotion for UEFA Women's Euro 2025, running across the Mars Wrigley snacking portfolio (chocolate, Wrigley's Extra gum, and KIND bars). Mars Wrigley also tied in with the Women in Sport charity, donating £20k to raise awareness for women's and girls' participation in sport. Lime brokered and managed both the brand and charitable partnerships.
• Jammie Dodgers × NerfminorStrategic or Co-development Partner · 1 January 2025Referenced by Lime as a case study of a brand partnership in on-pack promotions. Jammie Dodgers ran an on-pack promotion with Nerf, offering consumers the chance to win a Nerf Super Soaker. The partnership balanced strong brand alignment with seasonal relevance.
• The Jolly Hog × British AirwaysminorStrategic or Co-development Partner · 1 January 2025Referenced by Lime as a case study of brand partnerships in on-pack promotions. The Jolly Hog partnered with British Airways to offer shoppers a chance to win a BBQ-themed holiday to the USA, demonstrating how well-chosen partnerships and prizes boost promotional appeal.
• Snickers (Mars Wrigley) × EA FC25 / Bukayo Saka / Luka ModricminorStrategic or Co-development Partner · 1 January 2025Lime executed the Snickers Own Goal promotion for Mars Wrigley, where eight winners had the opportunity to meet football legends Bukayo Saka and Luka Modric in London and Madrid and play EA FC25 against them. This experience-led prize connected Snickers with the football audience through an exclusive, memorable experience.
• Twix × VIP Gig Experiences (Andre Rieu)minorStrategic or Co-development Partner · 1 January 2025A Twix project managed by Lime offering winners VIP gig experiences. Recipients of the Andre Rieu VIP experience described it as a 'pinch me' moment, demonstrating how experience-led prizes create emotional brand connections that extend well beyond the campaign itself.
• Brewdog × Deadpool & WolverineminorStrategic or Co-development Partner · 1 January 2025Referenced by Lime CEO Alex Ward as an example of a brand partnership that leverages entertainment IP. Brewdog created limited edition Deadpool & Wolverine cans to promote the film, tapping into comic book and Marvel fan culture.
• Mars Wrigley (Celebrations)coreStrategic or Co-development Partner · 1 January 2024Lime has a longstanding partnership with Mars Wrigley for the Celebrations brand, delivering promotional campaigns across Tesco, ASDA, and Co-Op in December 2024. Lime managed the full campaign execution, including prize mechanics, fulfilment, and retailer media integration.
• Lee Kum Kee × Kung Fu Panda 3 / Kung Fu Panda 4minorStrategic or Co-development Partner · 1 January 2024Lime managed Lee Kum Kee's first-ever film partnership with Kung Fu Panda 3, and subsequently handled the brand's partnership with Kung Fu Panda 4. The returning partnership demonstrates Lime's ability to build long-term client relationships in the film partnership space.
• Walkers Crisps × Paramount+minorStrategic or Co-development Partner · 1 January 2024Walkers partnered with Paramount+ to celebrate the streaming service's launch in the UK and Ireland. Limited edition packs featured designs from Paramount+ shows including Mission Impossible and Star Trek. The partnership offered a free month-long Paramount+ subscription with purchase of a promotional pack.
• Pringles × Rakuten TVminorStrategic or Co-development Partner · 1 January 2024Lime helped Pringles run a 'win 12 months streaming costs' campaign in partnership with Rakuten TV. Consumers had the chance to win either a Rakuten TV code loaded with 24 new release movies or a £120 prepaid Mastercard to cover a one-year streaming subscription.
• Mandalorian & Grogu × Robinsons DrinkminorStrategic or Co-development Partner · 1 January 2023Lime executed a promotional partnership between Mandalorian & Grogu and Robinsons Drink, showcasing Lime's ability to activate entertainment IP partnerships across the food and beverage category.
• Pizza Express × Puffin (Story Explorers)minorStrategic or Co-development Partner · 1 January 2023Lime helped Pizza Express activate a year-long barter partnership with Puffin Books called Story Explorers, offering family diners the chance to explore books, play games, and win prizes. Pizza Express gained exclusive access to authors such as Jeff Kinney in exchange for exposure for Puffin across Pizza Express's restaurants, website, CRM, and social channels.
• Headspace × Transport for LondonminorStrategic or Co-development Partner · 1 January 2023Referenced by Lime as an example of a brand partnership that places a brand in front of a relevant new audience. Headspace partnered with Transport for London to offer commuters curated meditations and a 2-month free Headspace subscription, helping drive acquisition and awareness for Headspace while providing TFL travellers with mindfulness resources.
• VK Drinks × New LookminorStrategic or Co-development Partner · 1 January 2023Lime worked on a VK drinks campaign partnering with New Look, targeting the millennial demographic. The campaign ran on-pack with a 20% off New Look offer, supported by social PR and an experiential shopping event.
• Shockwaves × X-Men: Dark PhoenixminorStrategic or Co-development Partner · 1 January 2023Lime developed a campaign for Shockwaves (Wella) with X-Men: Dark Phoenix. Shockwaves unlocked film assets and prizes on a licence fee-free basis, delivering a cost-effective campaign that drove sales via incremental off-shelf display in key accounts.
• Go Henry × Spider-Man: No Way Home / Sonic 2 / Spider-Man: Into The Spider-VersecoreStrategic or Co-development Partner · 1 January 2023Lime worked with Go Henry on their first-ever film partnership with Spider-Man: No Way Home, followed by Sonic 2 and Spider-Man: Into The Spider-Verse. Go Henry returned multiple times for film activations, indicating strong results from the initial partnership.
• Fitness First × Captain AmericaminorStrategic or Co-development Partner · 1 January 2023Referenced by Lime CEO Alex Ward as an example of a well-aligned brand partnership, with Fitness First partnering with the Captain America character to create a relevant brand activation connecting fitness with the superhero IP.
• Pizza Hut × TMNT: Mutant MayhemminorStrategic or Co-development Partner · 1 January 2023Referenced by Lime CEO Alex Ward as an example of a relevant brand partnership. Pizza Hut partnered with Teenage Mutant Ninja Turtles: Mutant Mayhem to promote the animated film through food-meets-entertainment activations.
• Nissan × Die Hard 4.0 / The Dark Knight Rises / The Batman / The FlashcoreStrategic or Co-development Partner · 1 January 2022Nissan has partnered with multiple film franchises over the years — Die Hard 4.0, The Dark Knight Rises, The Batman, and The Flash — managed by Lime. Nissan returned multiple times to partner with films across different years, demonstrating the value and results of these entertainment IP partnerships.
• Police Watches × The Dark Knight / The BatmanminorStrategic or Co-development Partner · 1 January 2022Lime managed Police Watches' film partnerships, first with The Dark Knight and later The Batman. The brand regularly partners with film IP, including The Expendables in 2010, and also created licensed products as part of the partnership. Police Watches has been a returning partner, demonstrating ongoing value from film activation.
• Gran Turismo × NissanminorStrategic or Co-development Partner · 1 January 2022Referenced by Lime CEO Alex Ward in an article on perfect film partnerships as an example of synergistic brand-IP alignment. Gran Turismo partnered with Nissan, aligning the video game with the automotive brand through shared audience and thematic relevance.
• VK DrinkscoreStrategic or Co-development Partner · 1 January 2022Lime (via its Sublime experiential team) facilitated the VK Ices Alco-Popsicle product launch — a sampling tour for VK Blue and VK Orange & Passionfruit ice pops. The launch event was held at Potter's Fields, London, with Tower Bridge as a backdrop. Sublime provided end-to-end experiential marketing including event management, brand ambassadors, and a strict Challenge 25 policy implementation.
• Walkers Crisps (Ghostbusters: Afterlife)coreStrategic or Co-development Partner · 1 January 2021Lime managed the Walkers Crisps × Ghostbusters: Afterlife on-pack and retailer media campaign across the UK and Ireland. The promotion offered hourly prize draws including NYC trips and exclusive merchandise, activating the Halloween occasion. The partnership was so successful that Walkers returned to Lime for a second activation on Ghostbusters: Frozen Empire three years later.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hatched: Independent brand activation agency specialising in shopper marketing, sales promotion, and partnership campaigns for FMCG brands. Closely comparable to Lime in service mix (promotion + partnerships + experiential) and enterprise client base.
• The Market Activation Group: Specialist activation and shopper marketing agency delivering sales promotion, brand partnerships, and in-store campaigns for FMCG clients. Directly comparable in service mix and enterprise client orientation.
• Amplify: Independent London-based experiential marketing agency with strong entertainment, sport, and culture-led brand activation capabilities. Comparable to Lime's experiential service line and entertainment IP partnership expertise.
• Equals One: UK brand activation and shopper marketing agency serving FMCG brands with sales promotion and partnership programmes. Comparable in scale, service scope, and target client profile to Lime.
• Bonus Communications: UK-based independent sales promotion and brand activation agency with comparable FMCG focus. Directly competes with Lime for on-pack, instant-win, and partnership-led campaigns targeting UK supermarket and confectionery/snack clients.
• Noel Gay: London-based independent agency with strong entertainment and brand partnership heritage, including film and music IP tie-ins. Overlaps with Lime in entertainment-led partnership brokering for FMCG and consumer brands.

Broad incumbents

• Mother London: Independent London creative agency known for culturally relevant, award-winning campaigns for major consumer brands. Overlaps with Lime in creative campaign execution but operates at broader creative scope without the same partnership-brokering specialism.
• Inspired Thinking Group (ITG): UK-headquartered marketing services group offering content, brand activation, and shopper marketing at significantly larger scale. Competes with Lime for mid-to-large FMCG marketing budgets with broader service capability.
• Geometry Global (now VMLY&R Commerce): Large WPP-owned activation and shopper marketing network offering sales promotion, experiential, and partnership services globally. Competes with Lime for the same FMCG brand budgets but at significantly larger scale and geographic reach.

Others

• Manning Gottlieb OMD: Large UK media agency that frequently plans and buys media for FMCG brands Lime activates. Acts as an adjacent ecosystem participant — sometimes a co-seller on the same campaigns rather than a direct competitor for activation services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lime-communications

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lime Communications