Great Western Coffee Shop

September 2012 - underpants
September 2013 - cans of baked beans

a) What am I talking about (yes, it is travel related)
b) What about September 2014

Equivalent purchase for railfares

2014 Mars bar

I'm going to promote this up the order - and give you a hint that September might be a unique time of year for this activity!

Going by the hint, changing from summer to winter rail timetable? Can't see how that would fit with beans or underpants though.

Doesn't the timetables change in December though?

I'm sure I seen in the news some First Group staff were doing baked bean baths to raise money for Macmillan
Macmillan also do various underpants events to do with Prostate Cancer so I wonder if this is related

May, September and December. I think I read somewhere that the September one is more minor and normally only used to change from the summer to winter timetable, but the Fishguard trial 5 extra trains per day started at a September timetable change.

What I'm looking at is purely September, but the First response is the right company, and that's as close as anyone has come. 

It's not to do with the channel 5 films on FGW? Although come to think of it it goes into October.

... I don't think this one is going to 'go' ... it's the promotions to encourage First bus travel to and from Bath Spa university - September is the time to catch the new undergraduates at the Fresher's fare and "just having timetables and pictures of buses isn't going to attract them".   So there were First bus underpants art year, and tins of First bus baked beans this year.  Who knows - in 20 years time they may be offered to dealers on "4 rooms" like a bottle of George Best wine which was on the other night (in the background, I hasten to add, while I was working on something else!)