Carte Noire runs Penguin book competition

by Staff , promotionsandincentives.co.uk 29-Jul-09, 11:43

LONDON - Kraft's premium coffee brand Carte Noire is offering the chance to win Penguin novels as part of a £2m campaign.

To enter the prize draw for the books consumers need to visit the Carte Noire website and request a sample product. The brand is giving away 600 books between August and September.

The brand running clips of British actors, including The Wire's Dominic West, reading love scenes from romantic novels.

Carte Noire said the campaign, which is backed up by press and TV advertising, is aimed at women.

Carte Noire has teamed up desirable actors to create a more seductive coffee break in an online campaign. Louise Stigant, director of AFH and convenience at Kraft Foods UK and Ireland, said: "This is a perfect way to offer these women something extra alongside their favourite coffee. The UK's super premium coffee market is currently underdeveloped in the convenience market."