In celebration of its upcoming release in cinemas, Premier Foods has teamed up with Sony Pictures’ Karate Kid: Legends. The promotional collaboration includes the launch of an on-pack competition across Sharwood’s and The Spice Tailor products, as well as a special-edition Sharwood’s Dragon Kick Sauce, and the chance to win a trip to New York among other themed prizes.
To celebrate the launch, from the 1st of May all shoppers have to do is 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. Vibrant 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.
The new Dragon Kick Sauce is inspired by a traditional Sichuan recipe and combines tomatoes, rice vinegar, garlic, ginger and chilli to help shoppers create a flavourful dish with just the right amount of chilli to deliver a fiery kick. This new sauce will deliver on the demand for ‘Pan-Asian’ products, which are bought by more than three-quarters (76%[1]) of households in the UK.
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.”
This on-pack promotion and new product launch is supported by branded in-store displays, online banners and an influencer campaign to promote the competition and special edition sauce within the grocery channel.
Sharwood’s Dragon Kick Sauce is available in Iceland and Morrisons, subject to availability, at an MRSP of £2.50*. The main Karate Kid campaign is running Nationwide until the 4th of August across Sharwood’s products in grocery. Full terms and conditions are available at www.cooklikealegend.com.
Karate Kid: Legends will debut in cinemas from 30 May 2025.
*MRSP is the manufacturer’s recommended selling price. Retail prices are at the sole discretion of the retailer.
[1] Kantar Worldpanel, %Penetration – Pan Asian Cooking Sauces, Meal Kits and Accompaniments, 52 w/e 23rd March 2025
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