Toilet tissue brand Cushelle is rolling out an on-pack promotion offering shoppers the chance to win one of 10,000 huggable soft toy Koalas.

The Big Koala Hug Giveaway from the SCA-owned brand is rolling out now for three months and will be supported by a national consumer advertising and social media campaign.

The promotion will appear on both Standard White and Supersize packs.

“Our latest social media activity has demonstrated a growing popularity for Cushelle Koala, as consumers fall in love with his cute and irresistibly soft nature,” said Cushelle brand manager Julie Orange.

“Building on this emotional tie, we’re planning to reward consumers with the chance to win an irresistibly soft, huggable friend.”

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Campaign Trail: Isn’t it just the cutest... (2 April 2011)