US confectionery brand Mike and Ike hopes to reach one million UK consumers this summer via a nationwide sampling campaign.

The American fruit-flavoured candy brand is running its ‘Fabulous Festival of Fun’ in high-profile music festivals, adventure sports events and universities, city centres, supermarkets, family shows and carnivals.

The brand is heavily targeting the UK’s biggest adventure sports events, such as the White Air Festival and the recent Ripcurl Boardmasters.

Mike and Ike will also be supply candies for the auditions, live finals and nationwide tour for the TV reality show, The X-Factor.

The ‘Fabulous Festival of Fun’ will be supported by consumer magazine, press and radio advertising.

Mike and Ike will also be running a series of website, radio and consumer magazine competitions offering prizes such as passes to SNOzone@Xscape, Europe’s largest real-snow indoor ski slopes.