The try me free on-pack promotion is part of a "multi-million pound" marketing push behind Bueno

The 'try me free' on-pack promotion is part of a "multi-million pound" marketing push behind Bueno

Ferrero has launched a promotional campaign for Kinder Bueno in the UK that gives consumers the chocolate for free.

The 'try me free' on-pack promotion is part of a "multi-million pound" marketing push behind Bueno that also includes TV advertising.

Consumers who buy a 'try me free' promotional pack can claim their refund by keeping the wrapper and receipt and returning a freepost form that can be downloaded online.

Ferrero hopes the on-pack promotion will "drive consumer trial" during the TV campaign. The ad, which carries a new strapline of 'indulgence, lightly done', will run from Wednesday (1 February) for six weeks; the ad will include a 'try me free' tag for a fortnight from 5 March.

Bhavisha Umradia, customer development manager for Bueno, said: "We're confident that consumers who try Bueno will love its unique taste so we’re giving them the opportunity to try it on us."