Tate & Lyle, the largest cane sugar refiner in Europe, has worked with HRG Digital on integrated promotions combining in-store and online activity since 2007.

Recent ‘text to win’ marketing campaigns have proven extremely successful, with more than 11,000 sugar shoppers taking their chance to win a Nintendo Wii Fit by purchasing Light Cane 33% fewer calories in a ‘Wiin and Smile’ promotion in Morrisons.

To celebrate Tate & Lyle’s Fairtrade commitment, Tate & Lyle Fairtrade Sugar teamed up with HRG Digital to offer Nisa Today's customers the chance to win a holiday in Zanzibar that had a positive impact, not only on the winner, but also on the environment and the local community.