Premier Foods’ Bisto brand is partnering with iconic British animated duo Wallace & Gromit. They will feature alongside their arch nemesis, Feathers McGraw, in an on-pack promotion across Bisto Gravy products.
The main on-pack promotion will run until the 16th April, with a wrap-up draw running until 16 July. The promotion is the first phase of Bisto’s long-term partnership with Aardman Studios, the creators of Wallace & Gromit.
In celebration of the partnership, three shoppers will have the chance of winning the prize of a blue diamond, each worth approximately £1,500. The top prize links to the theme of the diamond heist by Feathers McGraw; first in the Academy Award-winning ‘The Wrong Trousers’, and most recently in the critically acclaimed ‘Vengeance Most Fowl’, which aired on BBC One on Christmas Day. Shoppers will also have the chance to win hundreds of other Wallace & Gromit character prizes.
Kate Drew, Marketing Controller of Bisto and Paxo at Premier Foods, commented: “Partnering with Wallace & Gromit, a much-loved British institution that continues to capture the hearts of families across the nation, is the perfect tie-up for us. Bisto is all about bringing families together around the table, and this promotion offers retailers an exciting opportunity to drive excitement down the aisle and boost visibility of our family favourite product. We are confident that this collaboration will resonate well with our shoppers and we’re looking forward to seeing them engage with the brand in a new way over the next few months.”
The on-pack promotion will be supported with POS in-store and social media activity to drive awareness of the collaboration. Further activity for the partnership is planned for later this year.
