PROPER, the UK’s fastest-growing major snack brand, 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 brings a much-needed dose of playfulness to the overly serious world of wellness. As a lighter, great-tasting snack, PROPER is perfectly placed to parody the rigid rules and rituals that now define self-care.
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 – positioning PROPER as the intentional form of self-care you can always feel good about.
From 4th August to 27th October 2025, customers across the UK and Ireland can win thousands of snacks alongside the opportunity for a dream wellness escape to the Maldives – simply by recording a voice note of themselves manifesting the snacks they truly deserve.
Rolling out 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.
Manifest the prizes you deserve, including:
- Dream Big: A once-in-a-lifetime wellness escape to the Maldives. One lucky winner will jet off on a luxury 7-night getaway for two, with flights and accommodation and snacks included.
- Find your Zen: Wellness bundles worth £60 to keep you thriving. From soothing sleep masks to scented candles, and, of course, PROPER popcorn. 100 winners will bag the ultimate feel-good kit to snack with.
- Snacks, Manifested: A little win with big flavour. 2,600 snack vouchers worth £2 / €3, will be up for grabs. Redeemable at Tesco in Ireland and all supermarkets in the UK.
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 hero range of single, grab, sharing and multipacks, including the new Cheese flavour and Sweet & Salty pillow packs. Prize details are clearly marked on-pack and at the point of entry.
To enter and for full terms and conditions, visit www.practicepropersnacking.com.
