£5k diamond promotion increases Nescafé uptake

Nestlé Professional worked with 3663 (one of its mainstream route to market partners) to create an on-pack promotion for its customers to run across the hotel, pub, restaurant, café and workplace sectors. The promotion encouraged 3663 customers to upgrade from Nescafé Original to its premium coffee brand Nescafé Gold Blend with a prize-draw incentive - the chance to win a diamond ring worth £5,000. Martin Lines, marketing director, Nestlé Professional, commented: "Having successfully run a similar promotion, prompted us to launch it as an annual competition and the results have been substantial with increased awareness, uptake in the brand has been strong in relation to the competition. It is crucial for us to collaborate with our suppliers in order to support business growth for both parties. It has to be win-win for both sides." Tina Egginton, winner of the diamond, said: "I was absolutely delighted to win, you don't expect to be the lucky person – I'm still in shock, it is such an amazing prize."