Bread brand Kingsmill has linked up with Aardman Animations to celebrate the DVD release of Wallace & Gromit’s ‘A Matter of Loaf and Death’.
Geoff Howe Marketing Communications (GHMC) has created an on-pack promotion which will run across the Kingsmill range. Consumers will be able to collect tokens which they can trade in for a range of exclusive branded Collectables, which include the limited edition wind-up Kingsmill ‘Turbo-Matic Toast Rack’.
GHMC was responsible for all creative, license negotiation, premium sourcing and web design for the promotion, plus an extensive in-store support campaign. Kingsmill has already linked with Wallace & Gromit for a Christmas promotion. The promotion runs from 23rd March and will appear on 60 million packs.
Kingsmill marketing controller Michael Harris says: “The artwork gives Kingsmill real stand-out on-shelf, driving differentiation and reinforcing Kingsmill’s fun, modern take on family life. The Collectibles range which is up for grabs really works well with the personality of our brand, providing strong family appeal with underlying practicality – we anticipate the wind-up toast rack will become a true family favourite!”