Nestle launches biggest ever cross-category push

Nestle is launching its biggest ever cross-category promotion which will reward consumers of their key brands with a wide range of active family treats.

Kit Kat: Nestle brand
Kit Kat: Nestle brand

The drive will be supported by a £3m ad push spanning TV, radio, press outdoor and online, created by Farm. Nestle expect 95% of parents in the UK to see the campaign, which breaks this week, up to 19 times.

Get set go free will run across chocolate and sugar confectionery brands such as Kit Kat, Rowntree's fruit pastilles and Rowntree’s Randoms and cereals including Cheerios and Shreddies.

Points will also be available on Nesquik powders and Nestle's water brand Pure Life.

To take part in the promotion, consumers will be required to collect points on pack which can be banked online for 37 different days out at more than 4,600 venues.

These range from orienteering which requires the least amount of points through to high points activities such as sailing, scuba diving and horse-riding.

This week the promotion will be launched by Olympic rower Sir Matthew Pinsent and world champion diver Tom Daley as well as Olympic rowing Gold medallist Pete Reed, leading British wheelchair athlete Shelly Woods and swimmer Fran Halsall.

The promotion has run since 2006 under the name Go Free but this year Nestle decided to refresh and relaunch the brand under the new name. Over the last four years 1.6 million activity sessions have been given away.

In a separate move, this summer Nestle is to launch an adult version of its kids brand Milky Bar.

Milky Bar Raisin and Biscuit will go on sale at the end of July, backed by a £7m ad campaign across TV and outdoor.


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