Premier Foods has teamed up with Sony Pictures to promote its Karate Kid: Legends movie, which will debut in cinemas from 30 May.
The promotional collaboration includes the launch of an on-pack competition across Sharwood’s and The Spice Tailor products, as well as the introduction of a special edition Sharwood’s Dragon Kick Sauce.
Shoppers have to scan an on-pack QR code or visit www.cooklikealegend.com for the chance to win a family holiday to New York, alongside other prizes such as cinema tickets and branded merchandise. On-pack visuals will help the products stand out on shelf, whilst a range of the Sharwood’s products included in the promotion will also be temporarily renamed to fit the Karate Kid theme – including Black Belt Black Bean and Kicking Kung Po.
Andrey Sokirkin, global marketing director of cooking sauces at Premier Foods, commented: “Bringing together bold and adventurous brands like Sharwood’s and The Spice Tailor with the Karate Kid franchise makes for the perfect collaboration. We reckon the new movie’s going to be a massive hit this summer, and consumers will get a kick out of our partnership as well. With our spicy new Dragon Kick flavour alongside on-pack promotions and visuals, we’ll capture the imagination of shoppers when they enter the cooking sauces aisle and help retailers make the most of this excitement and drive sales.”
The on-pack promotion and new product launch will be supported by branded in-store displays, online banners and an influencer campaign.
Sharwood’s Dragon Kick Sauce is available in Iceland and Morrisons at an MRSP of £2.50. The main Karate Kid campaign is running until 4th August across Sharwood’s products in grocery.
