Dog puppets and a voiceover will introduce each show and every performance will feature a scene where the character uses his well-known catchphrase as part of the action. The shows will also star a selection of TV celebrities including Doctor Who’s John Barrowman and former Eastender Shane Ritchie.
Peter Deane, head of marketing for Churchill, says: “We wanted to find ways of moving Churchill outside his traditional ads. Pantomime is very traditional, very British and very family orientated. That fits perfectly with the profile of our brand.”
The initiative will be supported by a Churchill direct mail campaign offering people in the locality of the pantomime theatres special offers and a two-for-one discount on the shows.