Using the strapline ‘Why not put Loyd to the test tonight?', the activity will include an on-pack promotion, in-store work, an updated brand website and a promotional microsite.
The campaign, which begins on 11 May, has been devised by Haygarth and supports TV ads created by MCBD.
On-pack messages will direct consumers to the Loyd Grossman website, where they are encouraged to report their culinary experiences and upload recipes.
Visitors to the site will then be issued with e-coupons and entered into a prize draw to win a trip to Bologna, where the TV ads were filmed.