Shopkeepers take centre stage in Lucozade Sport’s ‘strictly for the home nations’ TV ad, in support of its Rugby World Cup activity.

The campaign includes 30- and 60-second TV ads, sampling, an on-pack promotion and digital and in-store activity.

Lucozade Sport is also giving away official rugby shirts every 80 minutes in an on-pack promotion.

Click here for our guide to boosting Rugby World Cup sales