Primula launches biggest on-pack promotion on cheese tubes

Primula: squeezy cheese promotion

Primula: squeezy cheese promotion

Primula claims it is launching its biggest on-pack promotion, offering shoppers the chance to win prizes including a sports car, i-pads, Xbox Kinects and TVs; plus a weekly £1,000.00 cash prize draw, running for eight weeks from 1 October 2011 through to 24 November 2011.

Next month 1.6m Primula Original, Chives, Ham, Prawns and Light tubes, each carrying a unique code, will be distributed to retail, wholesale and cash & carry customers. Customers simply enter this code online to find out instantly if they have won one of the hundreds of prizes on offer. 

The top prize is a Fiat 500 1.4 16v Sport. Other prizes include 100 i-Pad 2s 16gb, 200 Xbox Kinect with 32in flat screen TV. Non-winning codes are entered into a £1000.00 weekly cash prize draw. Consumers will also receive a 25p off e-coupon per competition entry. 

Craig Brooks, marketing director for Kavli, brand owner of Primula, said: “We want to create interest in-store between the summer and Christmas peak trading periods and to encourage families to buy more packs at full retail value. It is also the perfect opportunity to reward our loyal Primula consumers with a chance to win some great prizes or some much needed cash and persuade less frequent buyers to try Primula again.

“Promoting Primula’s versatility as a meal-maker and recipe ingredient, as well as a great snack is a key element of our ongoing sales and marketing strategy.  The new on-pack promotion is an ideal opportunity to further communicate this message to customers at every available touch point and to support our ongoing recipe-led TV and print advertising, sampling and online activity.” (live from 1 October 2011)