BelVita, has launched a new promotional campaign giving shoppers the chance to win a trip to Finland which is officially recognised as the “Most Positive Place on the Planet.”

The initiative, which aligns with the brand’s “Positive Energy” messaging, is set to run until 31 May 2025 and includes various prizes for both consumers and retailers.

Shoppers can enter by purchasing any BelVita product and scanning the on-pack QR code. The competition offers four grand prizes of trips to Finland, valued at up to £6,500 each, along with instant win prizes such as 90 wellness day vouchers and 1,000 £50 cash prizes. Participating products include BelVita Soft Bakes, Duo Crunch, and Breakfast varieties.

Retailers can also take part in the campaign. By registering on Mondelēz International’s trade website, Snackdisplay.co.uk, store owners and managers can enter for a chance to win prizes, including £750 in Amazon vouchers for staff and £200 worth of BelVita stock. Additionally, one retailer will have the opportunity to host an in-store sampling session run by a Mondelēz International representative.

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The campaign will be supported by a 360-degree marketing push, including digital advertising, out-of-home (OOH) promotions, and in-store materials.

Nancy Moore, brand manager for BelVita at Mondelēz International said: “The promotion has tested very positively with consumers, so retailers should be sure to stock the full range of participating belVita products to make the most of this unique promotion and help drive biscuit sales in their stores.”

“What’s more – we’re delighted to be bringing retailers their very own version of the promotion and the chance to win some big prizes, so don’t delay – enter today!”