Nestle's individually wrapped, hazelnut-and-praline chocolate Baci, best known for its fortune-cookie style messages of love, is to be promoted in the UK for the first time using a campaign that hopes to engage consumers and encourage a large-scale trial.
Bilington Cartmell has created an interactive brand experience and promotional campaign focused around a prize draw for shoppers to win a holiday for two in Italy.
A heavyweight TV advertising campaign through creative agency Lowe is set to break in the next couple of weeks.
To promote the draw and the brand, the agency has devised a roadshow, which will visit 12 of the biggest and best shopping centres during its three-month run, each for a five-day period.
The roadshow's rig has been designed to give a "glistening star effect" with fibre optics and a team dressed in specially designed uniforms to draw the shoppers into their sights.
Consumers will be offered a free Baci sample and invited to "reveal the love inside" by creating a special message of love, which can be written on a branded postcard and given to a loved one. Alternatively, consumers can get their messages of love displayed on a branded backdrop.
Postcards containing messages of love can also be entered into the Baci prize draw, which closes in July, for three winners to win a holiday in Italy up to the value of 拢5,000 each.
Sadie Ellison, Billington Cartmell campaign director, said: "This is a genuinely different brand experience and sampling campaign which expresses the essence of the Baci brand in an unmistakably stylish way. Excitement, through visual innovations like the messages on the branded backdrop, is a vital part of the creative concept which has been developed to create maximum impact with chocolate lovers everywhere."
The centres include the Bullring in Birmingham, Gateshead's Metrocentre, The Oracle in Reading, Kent's Bluewater and Lakeside in Essex.
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