Nestlé Rowntree has signed up Ian Wright to front a footie-themed texting promotion in the run-up to Euro 2004.
The company is aiming to score extra sales across key brands - including Kit Kat, Aero and Yorkie - with a ‘Chants to Win’ on-pack promotion offering 10,000 cash prizes of £20.
Rolling out now, promotional stock will invite consumers to text a code to a special number. If they are a winner they will be called back with a pre-recorded message of former England and Arsenal star Wright singing a football chant. Losers will receive a ‘They’re only singing when you’re winning’ message.
The promotion will be supported by point of sale material and an outdoor poster campaign from next month.
Meanwhile, Yorkie’s macho positioning will get a new twist in time for this year’s championships in Portugal.
Hitting shelves from the end of next month, the original Yorkie 68g bar will have a change of wrapper with the brand’s name replaced by the word ‘Footie’. Messages on the side of packs will include ‘No passes to lasses’, ‘It’s football not netball’ and ‘Shhh…I’m watching the game’.