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‘I heart’ Prosecco partners with Maltesers and Galaxy for Valentine’s Day
Freixenet Copestick UK’s popular ‘i heart‘ brand has partnered with confectionery giant Mars on a new Valentine’s Day promotion and has launched a limited edition i heart you Prosecco.
The promotion, which is active now in 178 Sainsbury’s stores, will see i heart Prosecco and i heart Prosecco Rosé partner with Maltesers and Galaxy Truffles in a dedicated bay in 178 Sainsbury’s stores until 14 February.
Senior brand manager Dani McDonald told the drinks business that the bay was designed to “positively interrupt the customer journey in store”, and provide a one stop solution for consumers looking for a Valentine’s Day gift. A ‘give more’ gift tag that consumers can use for their gift will be available.
There will also be an online promo banner at Tesco’s website, featuring i heart Prosecco at a £2 discount, along with Maltesers Truffles and Galaxy Truffles (club card price £3.50) which takes consumers to a specific URL, a ‘virtual bay’ featuring all the branded products in one place.
At the same time, Freixenet Copestick are running a separate competition on the wine brand’s social channels, offering 20 consumers the chance to win a bottle of the i heart Proseccos and Maltesers and Galaxy Truffles. Consumers need to follow social media of all three brands, and tag someone they would like to share with.
Robin Copestick, MD for Freixenet Copestick said having i heart Wines paired with “renowned brands” such as Maltesers and Galaxy was very exciting for the team. “I am sure it will be a huge success and great for the consumer,” he said.
McDonald added that “Maltesers’ tone of voice and light hearted, engaging communications pair perfectly with i heart’s fun, playful and simplistic approach to wine.”
The limited edition i heart you is available in Morrisons and Sainsbury’s (RRP: £8.50).
The i heart brand, which was launched in 2011, is now the tenth largest wine brand in the UK, according to IRI (IRI to 27/12/20) worth £116.6m, and enjoying growth of +22% year-on-year (IRI to 27/12/20).