The on-pack activity, which has been devised by marketing communications agency Billington Cartmell for Allied Bakeries, is designed to reinforce Kingsmill’s strong family and fun credentials.
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.
To win Britain’s Got Talent tickets, consumers will need to log on to the dedicated microsite 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.
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.”
Jana Gray, VP Sponsorship UK for FremantleMedia Enterprises, the company who manages brand extension activity for Britain’s Got Talent, adds: “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.
Billington Cartmell’s group account director, Tom Lamb, comments: “In today’s fragmented media environment, a show watched by so many is a real phenomenon. It is the perfect media partnership for Britain’s best-loved bread brand, and this promotion will not only drive sales but will build loyalty and strengthen brand equity.”