From 1 March, Magnum Infinity will offer consumers the chance to win a designer handbag worth £800, every day for three months.
Supported by ATL activity, consumers can enter easily via a text-to-win mechanic featured on-pack.
Caterina Di Felice, brand manager for Magnum at Unilever UK, said: “Since its launch, Magnum Infinity has generated an outstanding £17m in sales and currently holds a 4.8% share within the Hand Held Singles subcategory. Our aim is to build on its phenomenal performance in 2013 through a number of activities set to drive sales for retailers and growth into both the in-home and out-of-home ice cream sector.
“In line with Magnum Infinity’s indulgent offering, our new promotion to win a designer handbag will encourage fashion-loving status seekers to purchase Magnum Infinity at full price, driving further category growth.”
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