There are 50 “random adventures” up for grabs for consumers who find a pink gnome in a pack. Thousands of free packs can also be won by entering an on-pack code online.
TV ads will go live on February 8 to support the promotion and in-store POS will be available for retailers.
Graham Walker, Nestlé UK trade communications manager, said: “We expect this fun promotion to capitalise on what has been a phenomenally successful launch. The mechanic and prize are both engaging and random, which is what it’s all about.”