Win A-Z of Prizes With Glorious!

A straightforward promotion that could have been more explicit about the unusual prizes on the pack.

I’m not sure of this alphabet thing that Glorious! soups have going. It’s based around the idea that they’re part of the A-Z of global flavours but I can’t see what that would mean to a consumer. ‘Win A-Z of prizes’ also means nothing. If the purpose of an on-pack promotion is to attract the consumer in the supermarket and support the brand thematically, then who’s the target market for alphabets?

It makes more sense when you understand that their brand is based around bold, unexpected flavours but the on-pack communication doesn’t get that across.

The pack says to enter the promotion at www.gloriousfoods.co.uk/promotions so off I go! There are of course 26 prizes, ranging from an artisan baking class to ‘zombies all round’. The connection to ‘A-Z’ is pretty contrived though. I went for the 2-night stay in a lighthouse. Prize draws are held every week.

I had the Fragrant Thai Carrot by the way, and it really was glorious!