This paper examines how using a narrative in premium-based sales promotions influences consumers' evaluation of and willingness to participate in such promotions. The results of online survey-based experiment support the notion that using a narrative may be considered as a valid tool to improve consumer response to premium-based sales promotions. In particular, the study shows that communicating a sales promotion in the form of a story increases hedonic and utilitarian value which in turn positively influences premium attractiveness and willingness to participate.