UK grocery retail group Somerfield is promoting its own-brand British ready meal range through an instant win booklet label to coincide with the launch of British film “Ladies In Lavender”.
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Set in Cornwall in the 1930’s, the film stars British actresses Judi Dench and Maggie Smith, and is directed by Charles Dance.
The ready meal label features a chance to win a luxury two-night Spa Break at Hoar Cross Hall along with runner up prizes. Consumers simply scratch the panel inside the Leading Edge label to reveal whether they are a winner.
“Somerfield were looking to feature promotional activity that fitted across our Classic British Ready Meal range – the Ladies in Lavender film release meets this brief perfectly,” said Charlotte Stokes, ready meal buyer for Somerfield.
The company said the feedback on the promotion has so far been positive, with the uplift in sales of Somerfield British Ready Meals exceeding initial expectations.
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By GlobalData
