Sports sustenance brand Optimum Nutrition has unveiled an on-pack promotion in collaboration with the McLaren Formula One team.

The ‘Golden Scoop’ promotion asks customers to find the hidden golden scoop inside specially marked Gold Standard Whey pouches. Those who find the scoop are in for a chance to win exclusive prizes, including a McLaren Racing weekend experience in Las Vegas.

Also up for grabs are bundles of the racing team’s Formula 1 merchandise and products from the wellness brand.

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“The Golden Scoop campaign is giving us the opportunity to bring our partnership with the McLaren Formula 1 Team directly to consumers in-store, giving them an exciting opportunity to win big whilst supporting our continued focus on driving relevance in the sports nutrition aisle,” said Brian McMonagle, senior brand manager at Optimum Nutrition.

The campaign will run across Optimum Nutrition’s 15-serve Gold Standard Whey Pouches in vanilla, strawberry and chocolate until August.

To support the retail promotion, the brand will launch an integrated marketing campaign, including in-store point-of-sale, digital content, social media, and paid media.

The marketing drive is part of the pair’s ongoing partnership.