Nestlé UK and Ireland has partnered with online streaming service NOW TV to launch a brand new on-pack promotion which will feature on some of its favourite confectionery brands including KitKat, Aero, Yorkie, Toffee Crisp and Rowntree’s Fruit Pastilles.

The promotion, which went live this week, offer consumers the chance to win either a monthly Sky Cinema, Entertainment or Kids pass, or Sky Sports day pass, with 1,000 passes to be won every hour for eight weeks.

The promotion can be entered from 8.00am to midnight every day from May 21^st to July 15^th, with 1,000 winning moments each hour. Entries outside these daily start and finish times will not be accepted.

To enter, consumers need to go online to the promotional site – www.nestle-promotions.co.uk/nowtv – and input a code found on the inside of a promotional wrapper. They will then be told instantly if they are a winner; if they are, they will be able to select the pass that they prefer. Consumers who win will be asked for their card details as part of setting up a free subscription; they will have to cancel the subscription or they will be charged once the free period has run out.

In the Republic of Ireland, companies can only run prize draws linked to purchase if they partner with a charity which has a lottery licence; for this promotion, Nestlé has partnered with Down Syndrome Ireland.

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Rowntree’s has backed the launch of its new 30% less sugar range of Fruit Pastilles and Randoms with a brightly-coloured factory-style pop up full of bending pipes, with a “sushi belt” of tasting opportunities at the centre, giving people a chance to try the reduced sugar range in a uniquely Rowntree’s way.

The activation was created for Rowntree’s by marketing agency Amplify, which will be responsible for delivering it during the two-month long nationwide #RowntreesTasteTour. The wacky theme is backed up by the behavior of the brand ambassadors – if someone tries a Random, the host tells a random fact; but if they try Fruit Pastilles, they are entertained with jokes. The fun extends with a photo stand where people can create personalised photos and GIFs. Participants are encouraged to share their pictures online with the #RowntreesTasteTour hashtag for a chance to win tickets to Camp Bestival and Luna Cinema.

The tour launched at the Birmingham Bullring on Thursday 13th July 2017. The Taste Tour then appeared at Camp Bestival, Hampton Court Palace Festival, Luna Cinema, Ascot Racecourse, Tatton Park, Manchester, and Harewood House, Leeds, and will be finishing at Cardiff Castle on Saturday September 16th.

Natasha Lawless of the Rowntree’s brand team says: “We wanted to create an experience where people could discover the great taste of Rowntree’s 30% Less Sugar sweets in a way that reflected Rowntree’s fun and playful personality. The Rowntree’s Taste Tour does exactly that, letting busy people re-connect with their fun side and find out how amazing our new sweets taste.”

Amplify’s founder, Jonathan Emmins, adds: “By appealing to a variety of carefree moment seekers, this pop-up’s outlandish look is bound to drive mass trial and engagement. The end result is a sure-fire way for people to realise that Rowntree’s 30% less sugar range still has 100% fruity flavour.”

Amplify is a marketing agency that creates integrated campaigns and experiences designed to influence audiences. Clients include Airbnb, Sonos, Nike, Google, Jack Daniels and PlayStation.

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