Persil has teamed up with TV personality Bear Grylls for a new competition giving one lucky shopper the chance to win an adventure day with the explorer.

The partnership highlights Persil’s stain removal power by encouraging parents to let their children go outside and get ‘messy’ – like the adventurer himself – and use Persil to take on the tough stains. 

With every purchase of a Persil product, consumers are invited to ‘text to win’ a day with Grylls and can claim a free book, Bear Grylls’ Gold of the Gods, which also comes with an activity guide.

The promotion, which runs until 30 April, forms part of a £8.4m marketing campaign across TV, print, PR and digital including a new dedicated Facebook page.

“The partnership with Bear Grylls is a new and fresh approach for both Persil and the category, which typically uses mums to advertise, so we hope this will capture consumer attention and lots of engagement,” said brand manager Marloes Garben.