Bjorg promotes its first prize competition to expand its consumer base

Bjorg has launched “Start Again with Bjorg and Win”, the brand’s first competition, designed to expand its consumer base and encourage awareness and trial of its offering through a mechanic involving several product categories.

The competition and prizes

The competition, already underway and running until October 2026, takes place both in-store and online and involves the world of Bjorg plant-based drinks and breakfast cereals. The mechanic is simple: by purchasing two Bjorg products among those included in the promotion, consumers can enter and try to win one of the shopping vouchers available through instant win.

To complete the competition, a final draw is planned, offering the chance to win an electric Fiat Topolino. A choice consistent with the values and identity of a brand that produces in Italy and pays particular attention to sustainability: Bjorg is in fact part of Ecotone, a B Corp-certified group, a recognition that assesses companies’ social and environmental performance, together with their standards of transparency and responsibility.

With “Start Again with Bjorg and Win”, Bjorg aims to create new opportunities to engage with the public and bring a wider audience closer to the brand, leveraging a cross-category mechanic that links different consumption occasions, from breakfast to all the many occasions dedicated to plant-based drinks. The competition thus supports the visibility of the Bjorg universe and encourages multiple purchases, while highlighting the complementarity of the different categories available on the shelf.

The communications plan

To support the initiative, Bjorg has developed an integrated communications plan that combines in-store presence, through POS materials, shelf danglers and crowner, with a digital campaign and direct engagement with the public.

In particular, an activation in various areas of central Milan is planned, featuring product distribution and sampling, as well as materials dedicated to the competition. The initiative also provides an opportunity to showcase the latest Bjorg products: the products available for tasting will be Granola Crunchy Avena Integrale and Granola Crunchy Avena Integrale, Noci e Frutta, both organic and with no added sugar, and the Avena Matcha drink, super trendy.

The objective is to build recognition for the competition across multiple touchpoints, reaching the public from the online discovery and consideration stage through to the moment of choosing at the shelf and the direct product experience.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.