Wrigleys has joined forces with Asda to launch an extension to its Starburst confectionery line exclusively for the UK retailer.
Starburst FaveREDS has been launched after a sampling campaign held in Asda earlier this year. The product, which combines flavours of Starburst sweets chosen by consumers, are available in a sharing size pack on a limited two packs for GBP3 (US$4.68) promotion.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The packs combine flavours such as watermelon, cherry and classic strawberry. Consumers who took part have been entered into a prize draw to win a year’s supply of the winning flavour.
Wrigley, a subsidiary of US food giant Mars Inc, said it had managed to build a “meaningful and mutually beneficial partnership” with Asda through the launch.
“To be able to create an entirely new product chosen by Asda shoppers has been a hugely powerful opportunity, both for us and Asda,” said Wrigley customer activation manager Peter White. “This campaign proved to be a great example of how working closely with a brand like Asda on a promotion of this scale can help give us a brand like Starburst a continued lead in the market.”
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalData
