ing the most of the World Cup with a football-themed campaign that includes football wrapper designs and an on-pack promotion to win a Mini Babybel-branded football.To reveal a unique winning code, consumers must scratch the silver panel on promotional packs and then enter that code at a dedicated website.
If they win, they will also be invited to submit a picture via email to be published in a campaign gallery.
More than five million Mini Babybel packs are available until 30 June, supported by TV, poster and display advertising, as well as PR.
The activity will run on packs of Mini Babybel Original 6s, Mini Babybel Original 12s, Mini Babybel Light 6s, Mini Babybel Light 12s and Mini Babybel Cheddar 6s.
James King, Bel UK marketing director, said:
“The football wrappers continue our tradition of putting specially designed packs into stores at key times of year such as Christmas and Halloween, while the on-pack competition will certainly give family shoppers an additional reason to purchase.”
