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Magnum begins puzzle promotion

Ice cream brand Magnum Canada has begun a promotion to coincide with its 10th anniversary in this country. The initiative, called the “Magnum x Designer Puzzle Collection,” consists of three jigsaw puzzles developed in collaboration with Canadian fashion designers Lesley Hampton, Andrew Coimbra and Marie-Ève Lecavalier. Each design uses the shape of a Magnum ice cream bar as its theme. In addition, each box contains a gift certificate for the product. The puzzles are being sold exclusively in-store and online at the Drake General Store and participating Drake Devonshire retail locations. The proceeds from the sale of the puzzles will be donated to a community organization of each designer’s choice, including The Native Arts Society, The 519 and the Montreal Sexual Assault Centre. Magnum ice cream is sold in Canada by Unilever.

“The Designer Puzzle collection is a multi-sensorial experience from beginning to end, just like our iconic Magnum ice cream bars,” said Chelsea Choy, marketing lead for Magnum Ice Cream. “From the signature crack of rich Belgian chocolate to the luscious sauce and velvety ice cream, Magnum’s layers of indulgence are unique and we are thrilled to have collaborated with trailblazing designers to celebrate our anniversary in this one-of-a-kind way.”

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