Mott’s Fruitsations is rolling out a cross-Canada contest to find a fresh face for the brand.

The campaign, targeting moms aged 25 to 45, is centered around the brand’s Facebook page, where parents can upload snaps of their one- to 13-year-old kids enjoying a Mott’s Fruitsations treat for a chance to win a spot in an upcoming print campaign, Canada Dry Mott’s corporate affairs manager Alison Bing tells MiC.

Media for the campaign around the contest was handled by Toronto-based Mindshare, with creative from New York-based Laird & Partners, and is being promoted by online ad space and print spots in Rogers publications, including Today’s Parent and Chatelaine.

The contest is also being promoted by a national sampling tour, which has already made stops at the Toronto Zoo and the Dragon Boat Festival in Vancouver. The events, run by Toronto-based Match Marketing, include tastings of Fruitsations products, and a chance for kids to get their photos taken on the spot. Future sampling locations will include Les Fêtes Des Enfant in Montreal and the CNE Kids Zone in Toronto at the end of August.