As part of a £5m investment for 2009, the Taste of Italy promotion will offer consumers the chance to win one of 25 boxes of Thorntons’s new Milan Continental Chocolate Collections or one of 10 holidays to the fashionable Italian city, which includes £1k spending money. Consumers will receive an entry into the prize draw plus two Thorntons Continental chocolates with every two purchases of a Disaronno drink.
Mark Collins, senior brand manager for Disaronno at distributor First Drinks, said the campaign could be good news for struggling operators.
“We are aware of the difficult trading conditions being experienced by the industry at the moment, but we have built up strong relationships with consumers and are fully predicting Disaronno’s excellent growth figures will continue,” he said. “We are also keen to support the trade during this uncertain time, with a programme guaranteed to drive profits and sales.”
Over 2,000 POS kits are now available to licensees, while a high profile marketing campaign fronted by TV presenter Jenni Falconer is expected to reach over 24m consumers over the summer months. The campaign`s website, www.disaronno.co.uk/parasolboutique is due to launch in mid-June and will lend support to the promotion as well as showcase Disaronno serves created by celebrity mixologist Ben Reed.