The loyalty programme is introducing a brand character called Gift Horse as part of a summer marketing campaign designed to raise awareness of its eShops, which marketing director James Frost calls the “hidden gem” of Nectar.
It is hoping that by adopting the proverb, which warns against questioning the value of something gained for free, it will encourage shoppers to use its affiliate network to earn points when they are shopping online anyway.
Activity including TV advertising starring Gift Horse, will break on 11 May.
A Facebook game, Spin to Win, will give cardholders an opportunity to win 1,000 Nectar points by matching three eShops logos in an online fruit machine style game.
Frost adds that introducing a brand character gives Nectar further opportunities exploit channels such as social media and digital to create a conversation with consumers.
He adds: “We want people to know they can earn points for what they’re already spending online by using Nectar eShops. People that do it love it and rave about it, so we want to raise that awareness.”
All 500 of Nectar’s eShops partners, including Debenhams, eBay and Expedia, will also offer a triple points promotion until 5 June as part of the summer marketing push.