Nurishment, the UK’s number one nutritionally enriched milk drink*1, will be setting the pace this summer with its biggest ever on-pack promotion, giving consumers the chance to win an action-packed VIP racing driver day.
In addition, 50 consumers will enjoy VIP hospitality at the final rounds of this year’s British Touring Car Championship (BTCC), one of the world’s most popular motorsport championships, broadcast live on ITV.
The promotion will run across Nurishment’s four most popular flavours – Vanilla, Chocolate, Strawberry and Banana. Promotional packs will roll out from mid-July.
Nyree Chambers, Head of Marketing at Grace Foods UK, said the on-pack promotion will appeal to Nurishment loyalists and attract new consumers to the brand.
“We’re giving consumers the chance to experience life in the fast lane – literally – with a promotion that will engage people throughout the summer. We will have a prize draw every week throughout August and September, giving more consumers a chance to win. We envisage a significant sales uplift for a brand that is already outperforming the competitive set.”
The on-pack promotion follows the announcement earlier this year of Nurishment’s first ever motorsport partnership, teaming up with Speedworks Motorsport in this year’s British Touring Car Championship.
The partnership includes on-car branding, extensive race-day sampling, trade and consumer hospitality and use of Speedworks drivers as brand ambassadors.
“The on-pack promotion really complements the Speedworks’ partnership and will enable us to connect with Nurishment drinkers who we know will relish the opportunity to win a VIP race day or race-day hospitality,” adds Chambers.
“The equally good news for retailers is that the promotion will appeal to Nurishment newcomers, giving them the opportunity to enjoy first-hand the thrills and spills of a high-octane sport.”
Nurishment is also benefiting from a wide-ranging social media campaign, including links to and branding on one of the UK’s leading motorsport websites, F1.co.uk.
This year’s British Touring Car Championship comprises ten rounds, including meetings at Thruxton, Brands Hatch, Silverstone, Donington and Oulton Park, culminating in the final round at Brands Hatch in October.
* IRI, Nutritionally Enriched Mill Drink Category – Unit Sales, Period MAT 52 w/e May 23rd, 2015