Nestlé claims “Get Set, Go Free” is its biggest ever promotion and will run across six categories: confectionery singles and multipacks, chocolate biscuit bars, cereals and Nesquik milkshake powders.
The campaign is also backed by Olympic rowing gold medallist Pete Reed, wheelchair athlete Shelly Woods and swimmer Fran Halsall. To celebrate the launch the athletes have each been trying out new activities.
An advertising campaign, created by Farm will run across TV, radio, press, outdoor and online from mid-July. A promotional campaign has been developed by Life and Professional Sports Group (PSG) is handling PR.
As part of “Get Set, Go Free” families can collect points across promotional packs of Nestlé products including Milkybar, Cheerios and Nesquik for free access to 37 activities, including martial arts, paint-balling and scuba diving.
The “Get Set, Go Free” campaign is back by a £3m media campaign including new on-pack and point-of-sale branding.
Graham Walker, Nestlé UK trade communications manager, says: “Through Get Set, Go Free we are leveraging the huge scale of Nestlé in the UK, to offer a promotion that offers great value for consumers and a huge opportunity for retailers”.