Premier Foods has unveiled an exclusive partnership with the Tesco Group and Square Enix to celebrate the launch of the critically acclaimed videogame FINAL FANTASY® VII REMAKE, with a limited-edition range of BATCHELORS products that offer a chance to win with every pack. Running across 24 BATCHELORS SUPER NOODLES and PASTA’N’SAUCE SKUs, the campaign will drive significant brand awareness with the UK’s ever-growing gaming community, which represents £3.4bn of spending in the UK annually[1], as the iconic game is reimagined for the modern era of gaming.

With more than half the UK population now playing video games1, this activity provides products that are perfectly suited to gaming occasions. Quick meals are the 3rd most popular food type consumed while gaming[2], with the BATCHELORS ranges of SUPER NOODLES and PASTA’N’SAUCE perfectly positioned to meet consumer needs. With their proposition of quick and easy meal solutions that require very little preparation, they don’t take time out of the gaming experience.

The limited-edition products are available in store and depot across the Tesco Group following the release date of the game on Friday 10th April, and into the summer. The partnership between BATCHELORS and SQUARE ENIX – the company behind the best-selling FINAL FANTASY series – reflects the growing trend and will attract gamers to the range for the first time. With a chance to win with every pack, the promotion gives FINAL FANTASY fans the chance to win prizes including in-game items, PlayStation®4 Pro consoles, and 1st Class Editions of the FINAL FANTASY VII REMAKE video game.

Adam Woolf, Brand Director for Quick Meal, Snacks and Soups (QMS&S) at Premier Foods, comments: “This partnership is an example of how we are working collaboratively with the Tesco Group on a shared goal of creating great value for shoppers, with a campaign that has distinctive appeal and offers something new. Gaming is one of the leading trends in the UK, so the link between the iconic game and our Batchelors range is perfect. The limited-edition Super Noodles and Pasta’n’Sauce packs feature eye-catching packaging with characters from one of the biggest video game releases of the year.”

The campaign is running across 24 BATCHELORS SKUs until 30th August 2020, and is available to retailers across the Tesco Group.

[1] Newzoo UK Games Market 2018 (Jul ‘18) ? UKIE Games Industry Fact Sheet (Oct ‘18)

[2] Toluna Quick Survey, 200 recipients, May 2019.

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