Market leading heartburn and indigestion brand Gaviscon has teamed up with culinary experts Great British Chefs to help consumers embrace the festive season and enjoy some delicious winter dishes.

The brand and chefs will be collaborating on content, such as preparing Christmas food for the family, kicking off with handy advice on jazzing up an old festive faithful – the Brussels sprout. The activity will also be supported by digital and social media activity, including a competition to win a luxury Fortnum & Mason Christmas Tea Hamper worth £150.

The partnership forms part of a wider 360° marketing campaign which will see the brand investing £2.5 million in a new festive-focused TVC, radio spots, print advertising, out-of-home and digital paid search to drive awareness and penetration at this essential period for the heartburn and indigestion category. The campaign also involves detailing and point of sale materials in independent pharmacies.

Gaviscon Senior Brand Manager Anne Dawson comments: “We’re delighted to be launching our biggest ever campaign, which will help us to engage with heartburn and indigestion sufferers across multiple touchpoints. This will enable us to drive the relevance of the brand during the Christmas period where we see a rise in the consumption of rich festive foods.”

She adds: “Our partnership with Great British Chefs will help consumers fully embrace Christmas and all it brings. This is a key time of year for us and we want to let people know we’re here to help if they suffer from symptoms of heartburn or indigestion after some festive treats.”

The activation will cast the spotlight on Gaviscon Double Action, the brand’s hero product range, which is promoted as providing relief from both heartburn and indigestion and lasting up to twice as long as antacids.

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Boots UK will be repeating its Petal Party activation next week to highlight the impact of night-time hayfever, with party goers showered with more than three million petals.

The activation will take place in London’s trendy St Christopher’s Place , off Oxford Street, on Wednesday 4th May. In a blizzard of falling petals, former glamour model, star of reality TV series The Only Way Is Essex (TOWIE), music producer and DJ Lauren Pope will host a DJ set playing a sundown soundtrack to get people partying.

The hour-long Petal Party will start at 7.00pm, with 3.25 million petals released at around 7.20pm.

Boots ran a similar event last year. The objective is to highlight the fact that as the air cools at the end of the day, pollen falls back down to ground level, exacerbating hayfever symptoms, and potentially affecting the quantity and quality of sufferer’s sleep, leading to potential problems the next day. The Petal Party aims to raise awareness of how sufferers can tackle night-time hayfever symptoms so they can get a better night’s sleep.

Boots pharmacist Tom Kallis says: “Many hayfever sufferers lose sleep during spring and summer, when pollen falls as the evening temperature decreases. However, there is no reason why people need to let their hayfever have such an impact. If hayfever does affect you at night time, you just need to remember to take action and treat symptoms in the evening, before you go to bed.”

Boots plans to provide updates in advance of the party on Twitter @BootsUK, with the hashtag #PetalParty, and will also be live streaming the party on Boots UK’s page on Facebook.

Boots UK (boots.com) is part of the Retail Pharmacy International Division of Walgreens Boots Alliance, Inc., the first global pharmacy-led health and wellbeing enterprise. There are 2,510 Boots UK stores.

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