From February 15 for eight weeks, every purchase of Blossom Hill Californian Red or Californian White will give consumers the chance to save £50 on the cost of a holiday.
The Taste the Sunshine campaign is the brand’s biggest-ever marketing spend on its two biggest-selling SKUs.
It will be backed by outdoor and national press advertising, PR and in-store POS. Blossom Hill will also add a digital platform to its marketing for the first time by introducing a Facebook page.
The on-pack promotion will be available in grocery and impulse and will be highlighted with neck collars. Shoppers who buy a pack can choose a holiday package from participating tour operators. Each consumer can collect up to four tokens, which would entitle them to £200 off a holiday.
“Taste the Sunshine is Blossom Hill’s most generous and compelling offer yet and is focused around adding value to the category,” said brand manager Joanne Morgan. “With the chance to retrieve £50 with every purchase and the opportunity to claim up to £200 per shopper, Taste the Sunshine will encourage repeat purchase of Blossom Hill Californian White and Red varieties and help drive footfall for retailers.”