Premier Foods is marking the 100th anniversary of Ambrosia with a year-long on-pack promotion and a new look for the dessert brand.
Shoppers have the chance to win 100 prizes each month throughout 2017 by visiting Ambrosia.co.uk to upload a picture of their ‘happy moment’ with an Ambrosia product. The activity will reflect the brand’s Devonshire heritage by giving away weekends in the West Country, with cinema tickets and hampers among the other freebies.
To celebrate its centenary, Ambrosia is rolling out a fresh design featuring balloons and bunting added to its pack illustrations. The brand has also ramped up its selection of multipack formats with four-packs of Ambrosia custard and rice pudding cans, and six-packs of Ambrosia custard and rice pudding pots.
The birthday push would allow the brand to “continue to spread happiness among our loyal fans, while enticing new customers to try the range”, said Grace Liljemark, brand director for desserts & baking at Premier.
Ambrosia intended to ‘act as a signpost’ for the desserts category as a whole, with a ‘heavyweight’ PR and social media campaign set to kick off in April.
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