Snack brand Proper is inviting shoppers to manifest their prizes into existence with a ‘category first’ voice-note activated on-pack promotion.
As part of its Practice Proper Snacking platform, the campaign brings a dose of playfulness to the world of wellness. With ‘manifest’ named the Cambridge Dictionary’s Word of the Year in 2024, the promo invites people to put their intentions out there and win the snacks and prizes they’re dreaming of.
Running until 27 October, customers in the UK and Ireland can win thousands of snacks alongside the opportunity for a dream wellness escape to the Maldives – simply by recording a voice note of themselves manifesting the snacks they truly deserve.
Rolling out the first ever audible on-pack promotion in the snacking category, consumers will be asked to submit a voice note via a guided manifestation ritual, where they’re invited to repeat Proper’s snack affirmations for the chance to win.
Prizes available alongside the seven-night Maldives trip include wellness bundles worth £60 including masks and candles, as well as 2,600 £2 snack vouchers.
Sandie Dilger, chief marketing officer at Proper, said: “Proper has always taken inspiration from culture, and there’s no better moment to lean into the rise of affirmations and manifestation in a way that feels absurd and playful. We want to bring lightness to wellness, and demonstrate that sometimes, the most satisfying act of self-care is simply enjoying a great-tasting snack.”
Participating packs feature Proper’s hero range of single, grab, sharing and multipacks, including the new Cheese flavour and Sweet & Salty pillow packs. Prize details are clearly marked on-pack and at the point of entry.
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