Premier Foods is broadening the appeal of its Batchelors range to the growing gaming community, with an exclusive partnership with one of the most successful videogame franchises of all time. In collaboration with the free-to-play online game, Call of Duty®: Warzone™, the nationwide on-pack promotion will give thousands of shoppers the chance to win in-game bonus items and prizes with every pack. Promotional packs of 17 of Batchelors’ best-selling products will be available across all channels from January to April 2021.

The activity will build on the successful campaign from Batchelors that has targeted the gaming community to date, following the promotion that ran for the launch of Call of Duty® Black Ops Cold War from October this year. With quick meals – such as those offered by Batchelors Super Noodles and Pasta ‘n’ Sauce products – being the third most popular type of food enjoyed while gaming, and consumed by half of gamers in the UK[1], the national Batchelors partnership with Call of Duty will extend the appeal of the range within a targeted, and growing, audience.

Already worth more than the film and music industries[2], the gaming industry continues to grow. One of the largest surges in demand has been on “Battle Royale” games, which have grown +24% since March 2020[3]. By building the resonance of the Super Noodles and Pasta ‘n’ Sauce ranges across the gaming community, which accounts for over 37 million people in the UK2, Batchelors is giving retailers more opportunities to grow their sales of quick meals and appeal to a wider range of shoppers.

Adam Woolf, brand director for quick meal, snacks and soups at Premier Foods, comments: “As one of the most successful gaming franchises of all time, Call of Duty is the perfect partner for Batchelors as we strengthen our appeal to gamers.

“Shoppers have been drawn to branded ranges in recent months as they can trust the quality and value for money of the products inside. Adding to that appeal, and running across our pot and sachet formats, the promotional packs contain genuine artwork from Call of Duty: Warzone, creating real standout on shelves while attracting gamers. With 36% of UK households having bought Super Noodles or Pasta ‘n’ Sauce over the last year[4], we can help to drive overall category growth by offering something new to gamers.”

The ‘Fully Loaded: Instant Snack, Instant Win’ campaign gives shoppers the chance to win over three million in-game items and prizes related to Call of Duty®: Warzone™, a free-to-play online game launched in March 2020. Prizes from the on-pack promotion include gaming equipment – such as Sony PlayStation®5 consoles, Astro Headsets and LG monitors, as well as CoD points (in-game currency) and double weapon XP, which are highly sought after by players looking to get a competitive edge over their peers.

The promotion will run across selected packs of Batchelors Super Noodles Blocks and Pots, in addition to Batchelors Pasta ‘n’ Sauce Sachets and Pots. Promotional packs will be available across all channels from January to April 2021.

[1] Kantar | Usage “Occasions of Pot Snacks Consumption” | 52 w/e 19 May 2019


[3] Simon-Kucher & Partners | The Global Game Study: Impacts of COVID-19 (here)

[4] Kantar WorldPanel, August 2020

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