Snack brand PROPER is inviting shoppers to manifest prizes into existence with a category-first, voice-note activated on-pack promotion.
As part of its Practice PROPER Snacking platform, the campaign aims to bring a “much-needed dose of playfulness to the overly serious world of wellness”.
With ‘manifest’ named the Cambridge Dictionary’s Word of the Year 2024 and self-belief trending everywhere, the promo invites people to put their intentions out there and win the snacks and prizes they’re dreaming of.
Running until 27th October 2025, shoppers across the UK and Ireland can win thousands of snacks alongside the opportunity for a wellness escape to the Maldives by recording a voice note of themselves manifesting the snacks they truly deserve.
In the first-ever audible on-pack promotion in the snacking category, consumers will be asked to submit a voice note via a guided manifestation ritual narrated by Zea Mays (Latin for popcorn), where they’re invited to repeat the PROPER snack affirmations for the chance to win.
Sandie Dilger, Chief Marketing Officer at PROPER, commented: “PROPER has always taken inspiration from culture, and there’s no better moment to lean into the rise of affirmations and manifestation in a way that feels absurd, playful, and unmistakably PROPER. We want to bring lightness to wellness, and demonstrate that sometimes, the most satisfying act of self-care is simply enjoying a great-tasting snack.”
Participating packs feature PROPER’s range of single, grab, sharing and multipacks, including the new Cheese flavour and Sweet & Salty pillow packs.
