Dairy company Müller has expanded its partnership with the US National Basketball Association (NBA) to offer consumers the chance to win a trip to New York for themselves and three guests, including tickets to an NBA game via two on-pack promotions across Müller Rice packs and Frijj bottles.

The activity is part of the marketing push for the NBA London game on January 11^th 2018.

In addition to the New York star prize, consumers will get redeemable on-pack codes to claim an NBA-branded mini hoop and basketball. Müller will also run an NBA-themed multimedia campaign in the lead up to the game.

Consumers will also have the chance to win four tickets to the NBA London game through promotions hosted on Müller Rice and Frijj social media channels. Taking place at The O2 on January 11^th 2018, the Philadelphia 76ers will take on the Boston Celtics in the NBA’s eighth regular-season game in London.

Müller chief marketing officer Michael Inpong says: “Last year thousands of Müller Rice consumers collected their mini hoop and basketball, and we are really excited to bring further inspiration to the category with our on-pack Frijj and Müller Rice promotions.”

The Frij promotion is live and runs until February 28^th 2018. The Muller Rice promotion goes live on November 11^th.

After purchasing a promotional pack consumers must visit the relevant promotional site and enter the unique code from the packaging, together with their full name, address (including postcode if applicable), valid email address and telephone number.

All valid entries received will be entered into the prize draw to win the trip to New York and NBA game tickets, which will take place on March 2^nd 2018. The prize includes return economy flights from a UK airport to New York, USA, transfers, four nights hotel accommodation, £200 travel allowance and insurance.

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Nurishment is launching a new campaign designed to raise awareness of the vitamin-enhanced milk brand among students and young adults.

Launching last week with an experiential event at Boxpark in Shoreditch, and running until October 2017, the #CanDo campaign will see large, branded fridges situated in high-footfall areas, while cameras will record the reactions of consumers as they are given passcodes to open them.

They will then be encouraged to share the footage on social channels using the hashtag #CanDo.

Nyree Chambers, head of marketing at brand owner Grace Foods UK, says: “Nurishment consumers live in the moment and we’re reinforcing Nurishment’s role as the drink for people with a #CanDo attitude. We’re confident that #CanDo will really engage students and young adults and the increased in-store presence will make Nurishment even more accessible to loyalists and other people looking for a nutritionally-enriched pick-me-up in a tasty, convenient format. ”

A major sales drive will target convenience stores in the catchment areas around experiential events, offering free stock, prize draw kits and a range of branded merchandising.

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