Mrs Crimble’s, the gluten-free bakery brand owned by Wessanen UK, is launching a large-scale on-pack promotion on over one million packs Mrs Crimble’s Choc Macaroons and Coconut Macaroons.

For three months from the 11 June, each participating pack will give consumers a chance to win a luxury all-inclusive holiday to tropical Coconut Bay in St Lucia; a prize inspired by the coconut flavour of the brand’s best-selling macaroons.

As a further incentive to purchase, the brand has teamed up with Seascape Island Apothecary to offer a travel essentials beauty set worth £28 to 100 runners up.

To be in with a chance of winning one of the coveted prizes, consumers are directed to log in to a dedicated microsite and enter the unique code provided on each pack before 9 September.

The promotion will be supported with dedicated social media content delivered in the voice of the Mrs Crimble’s character. The character-led social pages are designed to build the brand’s online community and engage with its audience with fun content that helps its followers get under the skin of the brand.

Rebecca Vercoe, Mrs Crimble’s brand controller at Wessanen UK, said: “This is the first time we’ve run an on-pack promotion of this scale. We were keen to offer a prize that fits in perfectly with the season and would be highly desirable for our consumers. With a getaway to St Lucia up for grabs, we’re confident the promotion will help drive retail sales of our participating six-portion packs. Everything Mrs Crimble’s does is full of joy. We like to treat our consumers and let them indulge in a little bit of what they fancy.”