The interactive PR and social media campaign will launch this week on Nectar.com and the loyalty programme’s Facebook and Twitter feeds.
It will ask followers to suggest ways in which Joly could personally thank Nectar customers for their support in the last ten years.
The best ideas will be “brought to life” during the main activation of the campaign, which will see Joly do a multi-city tour of the country in September. Other multi-channel marketing activity is set to follow.
James Frost, Nectar marketing director, says: “By bringing Dom Joly on board to help us celebrate we’ll be adding quirkiness, fun and a touch of mischievous Dom Joly humour to the proceedings, all of which should create a unique and interactive way of thanking our loyal card holders.”
Elsewhere, Nectar announced earlier this month it is to launch a daily deals service that looks set to utilise its reams of customer data to help differentiate the initiative in the increasingly crowded sector.