Indian snacking brand Cofresh has relaunched its ‘Share the Light’ campaign this Diwali, to support the Sankara Eye Foundation.
The campaign, which reflects the Diwali tradition of light, celebration and family, will raise funds through the sale of Cofresh’s Bombay Mixes. Money raised will go to the Sankara Eye Foundation, which works to eradicate curable blindness in India.
Cofresh will donate 1p from the sale of every pack sold during the festive period. Last year, the initiative raised more than £1,000.
Debbie King, director of commercial sales & marketing at Cofresh, said:“Diwali is one of the most important events in the Indian calendar and it opens up huge opportunities for retailers.
“Our inaugural Share the Light campaign in 2017 was such a success that we’ve decided to repeat it again this year and hope that retailers will get on board with us to support such a great cause.”
To help retailers capitalise on sharing opportunities this Diwali, Cofresh’s best-selling Bombay Mix and Chakri rice sticks are available in limited edition, big value bumper bags (900g and 650g respectively).
The company has also recently extended its Asian Mixes and Grills ranges with the launch of five new flavours – the new Khatta Meetha and Chilli & Lemon mixes (200g and 325g packs), and Piri, Chilli Cheese and Sweet Chilli Grills in 80g sharing bags. The brand’s Chilli & Lemon Grills are also now available in new 5 x 20g multipacks.
The new products and Share the Light campaign will be supported by a new TV advertising campaign as well as national trade media advertising, regional radio and newspaper competitions plus consumer gift promotions across Facebook, Twitter and Instagram.
Price list for Cofresh NPD
- Chakri 650g and Bombay Mix 900g: rrp £2
- Khatta Meetha and Chilli & Lemon Bombay Mix 200g: rrp 70p or 2 for £1 during the run up to Diwali. Also available in 325g packs: rrp £1 or 75p during the run up to Diwali
- Grills 80g: rrp 70p or 50p during the run up to Diwali
- Chilli & Lemon 5 x 20g multipacks: rrp £1.29 or £1 during the run up to Diwali