Family bread brand Kingsmill is partnering with the UK’s no.1 entertainment show – Britain’s Got Talent – to launch an on-pack promotion in April offering consumers the chance to win a range of ‘money can’t buy’ prizes, including tickets to the live show and live tour!
The on-pack activity, designed to reinforce Kingsmill’s strong family and fun credentials, hit the shelves from 12th April and will span the brand’s sliced bread, rolls and bakery snacks portfolio. Participating sub-brands include Kingsmill Great Everyday White, Tasty Wholemeal, Love to Toast, 50/50, Crusts Away!, LITTLE BIG LOAF® and brand new Oatilicious.
The token collect and online prize draw campaign will run across 65 million packs and offer consumers the chance to win a range of talent-themed merchandise. The token collect element of the activity is easy to enter, requiring consumers to simply collect the on-pack tokens and mail them to Kingsmill in order to redeem a Britain’s Got Talent board game, Megastar microphone, Kingsmill match ball or ‘I’ve Got Talent’ apron.
To win Britain’s Got Talent tickets, consumers will need to log on to the dedicated www.kingsmillsgottalent.com micro site and enter the batch code printed on the participating packs’ yellow neck ties. Consumers will then be entered into a weekly prize draw for the chance of winning a pair of tickets to either the live show or live tour.
Commenting on the partnership, Kingsmill Marketing Controller Michael Harris says, “We’re very excited about this year’s activity and expect it to do even better than our very successful 2008/09 Wallace & Gromit promotion. We believe it will provide added value to consumers and reward their loyalty to Kingsmill.
“Joining forces with Britain’s Got Talent, the UK’s favourite talent contest, is perfect synergy for Kingsmill and works well with the personality of our brand. It provides strong family appeal and reinforces Kingsmill’s fun, modern take on family life. The eye-catching artwork also offers us real on-shelf standout, drives category differentiation and generates a real sense of excitement in-store. We anticipate the Britain’s Got Talent tickets will go down a treat with consumers.”
Jana Gray, VP Sponsorship UK for FremantleMedia Enterprises (FME), the company who manages brand extension activity for Britain’s Got Talent, also comments, “We’re delighted to have Kingsmill on board this year. Their off-air promotional activity is a great complement to one of the UK’s most-loved entertainment programmes.”
The partnership will be supported with a regional PR campaign, in-store activation, online amplification and retailer press advertising.
Kingsmill is available from all major supermarkets and retail outlets.
For more information on the range, retailers can visit www.kingsmillconfessions.com or call 0800 197 0110.