Mike and Ike is targeting festival-goers and students for a round of consumer sampling, advertising and promotional support.

The brand is giving those attending the V Festival and Leeds Party in the Park a chance to 'experience the flavour' of Mike and Ike.

A sampling roadshow will coincide with Fresher events at universities and a month-long summer advertising promotion and sampling campaign will also target the Edinburgh Fringe Festival.

tel: 01264 345500