The UK’s leading potato supplier Albert Bartlett has teamed up with film entertainment company Warner Bros. Discovery for ‘A Minecraft Movie’ on-pack promotion, at the end of the month as anticipation builds ahead of the film hitting cinema screens on April 4, 2025.  

‘A Minecraft Movie’ will take audiences into the world of Minecraft, where creativity doesn’t just help you craft, it’s essential to one’s survival!  Four misfits find themselves struggling with ordinary problems when they are suddenly pulled through a mysterious portal into the Overworld: a bizarre, cubic wonderland that thrives on imagination.  To get back home, they’ll have to master this world (and protect it from evil things like Piglins and Zombies, too) while embarking on a magical quest with an unexpected, expert crafter, Steve.  Together, their adventure will challenge all five to be bold and to reconnect with the qualities that make each of them uniquely creative…the very skills they need to thrive back in the real world.

The collaboration with Albert Bartlett will see the brand run an on-pack promotion across both fresh and chilled potato ranges for the first time, with Albert Bartlett Original Rooster and Butter Gold featuring eye-catching imagery from the movie in fresh and Parmentier Potatoes in chilled.  Consumers can scan the on-pack QR code to enter their details in both a weekly and grand prize final draw at the end of the promotion on April 6.  Hundreds of prizes can be won including movie merchandise such as Minecraft plushies and caps, Xbox consoles and the grand prize of a UK adventure holiday for four.

The on-pack will be backed by significant marketing spend on an out-of-home, social, digital, in-store and PR campaign. With this being the first chilled product promotion Albert Bartlett are undertaking, they hope the movie partnership will attract new customers into the chilled category.

Thomas McInally, Senior Brand Manager at Albert Bartlett, said:

“Excitement is growing around the highly anticipated launch of ‘A Minecraft Movie’.  This collaboration will see us target both fresh and chilled shoppers in our first ever cross-category on-pack promotion, giving consumers the chance to win hundreds of prizes.

“We look forward to inspiring both new and existing consumers into crafting the ultimate meals with our potatoes.”The on-pack promotion will run from January 27 to April 6 2025.

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