Birds Eye Wall’s is launching a promotion giving consumers the chance to become the “face” of Magnum ice cream for 12 months, as it gears up for the busy summer period.
The search for the Magnum girl will be launched on Channel 4’s T4 programme on Sunday March 18.
Women will be invited to enter regional contests in Glasgow, Birmingham, Manchester and London over the coming weeks. The contest is run in association with Premier Models, which represents models including Claudia Schiffer, Kate Moss and Naomi Campbell.
The winner will be picked towards the end of next month. The successful woman will become the Magnum girl for a year. She will feature in an extensive poster campaign across the UK, to be launched later this year. The winner will also receive a year’s contract with Premier Models.
Birds Eye plans to promote the competition through the regional press and will highlight the regional heats at the venues where they will take place, such as nightclubs. Details will also be displayed on a website at www.magnumgirl.com, which goes live next week.
Unilever-owned Birds Eye spent &£7.5m on a “Year of the Magnum” campaign, which backed the launch of its Caramel & Nuts variant.