Pigsback has operated for five years in Ireland, where its partners include Kellogg and Coca-Cola. It provides exclusive offers, competitions and product details to members, who have to supply personal information to join.
The company has already signed up Virgin Wines and Blockbuster as partners for its UK roll-out this month. Most of the launch budget will be spent on promotional activity, including a 2m toy pig giveaway at railway stations in the South-East.
The sampling will be supported by outdoor and press ads carrying the strapline 'Are you on it?'
According to Michael Dwyer, chief executive of parent company Empathy Marketing, Pigsback will offer UK members rewards and discounts on brands from a wide range of sectors.
'It is important for us to get the balance right, so we do not take lots of data from members without giving anything back,' he said.
As well as benefiting from special deals, members receive Piggy Points, which give further discounts on partner brands and can be spent in a store on the Pigsback site.
The service, which has more than 200,000 active members in Ireland, will compete against ipoints, which offers a similar scheme via a tie-up with Halifax.
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