Unilever UK is investing £1.5m in its biggest on-pack ice cream promotion in the UK, as part of the £6.5m marketing support behind the Magnum range this year.
The company is running a 'Win a Luxury Break Every Day' competition to win a break to Paris, Rome, Cannes, Reykjavik or Barcelona. The promotion will be running throughout July and August, and then one every week from September until December.
It is running on Magnum Classic, Magnum White, Magnum Mint and Magnum Almond, Magnum Ecuador Dark and Magnum Colombia Aroma. Each Magnum ice cream stick has a code that consumers can text in or enter online to win a luxury break and the winning entry is that closest to a pre-defined moment in time each day.
Anna Ford, brand manager of Magnum, said: "We're extremely excited about the Magnum on-pack promotion as it is a first for our ice cream business, but it's also the biggest promotion of its kind for ice cream the UK has ever seen."
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