Grace Foods UK is celebrating the 35th anniversary of Nurishment Original, the UK’s No.1 nutritionally enriched milk drink*1, with the brand’s biggest ever on-pack promotion.
The ‘Nurishment Anniversary Arcade’ promotion gives consumers the chance to win hundreds of hi-tech prizes including leading brand tablets, smartphones, games consoles, headphones and music vouchers.
The promotion, which also offers Nurishment-branded merchandise as prizes, goes live in mid-May and runs until the end of November on vanilla, chocolate, strawberry and banana flavours.
“We’re giving away a minimum of one prize a day, offering highly desirable, aspirational prizes that we know will appeal to Nurishment drinkers and ensure that people return to the fixture time after time,” says Nyree Chambers, Head of Marketing at Grace Foods UK.
Consumers will play the Nurishment Anniversary Arcade game on a dedicated microsite (www.nurishmentarcade.co.uk) where they enter a unique code found on the side of the can and try to match four flavours. Winners will be notified automatically.
“The instant win mechanic will appeal to people as it complements the instant gratification they get from drinking Nurishment Original as they go about their busy lives,” adds Chambers.
The promotion will be backed by a long-running social media campaign.
*1 Source: IRI UK Afro-Caribbean Food & Drink Category – Retail Sales, MAT 52 w/e March 26th, 2016.
Grace Foods UK Ltd