Premier Foods brand Sharwood’s is to roll out an on-pack campaign in partnership with Thomas Cook, offer the chance to win mini-breaks or £20,000.
Created by Haygarth, the campaign and featuring the line ‘Liven up your life’, the campaign will target 25-44 year-old females, and aim to drive immediate trial alongside a two-tier promotion.
Running across 5.96m packs from the Sharwood’s portfolio, consumers will be offered the chance to win £20,000, while a partnership with Thomas Cook will offer entrants the chance to win one of 50 mini breaks to a selection of 15 European destinations using on-pack codes.
Joanne Marshall, senior brand manager at Sharwood’s, commented: “As the UK’s number one brand in world food, Sharwood’s gives consumers the inspiration they need to enjoy great tasting, Indian, Chinese and Thai flavours at home. Many people can relate to turning to the same tried and tested evening meals, so with our ‘Liven up your life’ campaign we aim to help the nation transform the ordinary into the extraordinary.”
Sophie Daranyi, CEO at Haygarth, added: “The in-store shopper environment is both complex and extremely competitive, so we’ve created a campaign that will stand out on the shelf and has a simple message at its heart - one that will undoubtedly resonate strongly with the target audience.”
Beginning today (10 September), the campaign will run until 30 November.