A promotion for Belvoir Fruit Farms, offering the chance to “win a British classic”, enhanced the brand positioning, according to its owner.

Sales of Belvoir’s elderflower cordial also rose during last year’s campaign despite it coinciding with a cold wet summer which would normally depress purchasing.

Belvoir Fruit Farms managing director Pev Manners said: “I think the promotion attracted shelf attention, enhanced our brand positioning as a British classic and brought fun and adventure to the brand as well.”

More than 3,700 people entered the competition, which involved placing facts about Belvoir Cordials in the correct order. There were three tiers of prizes: a 1962 MkII Triumph Spitfire, a weekend stay with Classic British Hotels Group or a free bottles of Belvoir Cordial.

Five cars, 64 weekend breaks and 591 bottles of cordial were won. The promotion was developed by agency Toucan with fixed fee cover provided by Mando Brand Assurance.