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Princes in biggest summer on-pack promotion campaign

Tuesday July 29, 2014 at 5:07pm
Canned food brand Princes is set to launch two new on-pack promotions across its canned fruit and meat products this summer, including one that aims to tap in to the buzz created by series five of The Great British Bake Off. One million packs of Princes Fruit Fillings will feature a promotion to win either a baking master class experience in London worth £1,000, or Lakeland vouchers worth up to £250. The promotional packs will be in stores from August and the activity will run until Christmas, to drive further growth during a key trading period for home baking. At the same time as the baking promoiton, Princes Hot Dogs is running a family-targeted promotion give shoppers the opportunity to win Go Ape family vouchers and summer activity kits to help keep children entertained this summer. Neil Brownbill, marketing director for Princes, says: “This is one of our biggest ever promotional drives. By promoting the simplicity of our products alongside a compelling shopper reward, we can show how they can be used to create a wide variety of easy, tasty meals. The on-pack promotions are designed to encourage new shoppers into the category and drive cross-category purchase among existing Princes consumers with relevant offers. For example, Go Ape is an exciting family fun day which fits perfectly with Hot Dogs, while the Fruit Filling promotion is perfect for consumers looking to learn more about home baking.”
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