UK foods group Kerry Foods is launching a nationwide sampling campaign for the new range of freshly prepared meals ‘Mumbai Spice’, with a chance to win a holiday to India.

The activity will see iris Experience, the experiential arm of iris, launch a targeted trialling drive in supermarkets and a selection of train stations across the UK.

The campaign will encourage consumers to sample the products en route home and en route to purchase, as well as providing them with the opportunity to purchase there and then.

Nico Tuppen, joint managing director of iris Experience, says: “Sampling is often an extremely passive experience. Our campaign for the Mumbai Spice launch is more of an ‘active trial’ – something with a genuine, context-laden experience at the heart of it. It’ll deliver real, memorable value to consumers, as well as see us retail directly at train stations, which is in itself unusual.”