Bisto has partnered with national treasures, Wallace & Gromit for a new on-pack promotion, marking the first phase of its long-term partnership with Aardman.
The duo – along with arch nemesis, Feathers McGraw – appear across Bisto Favourites Gravy products, with the main on-pack promotion running until 16 April 2025 and a wrap up draw running until 16 July 2025.
In celebration of the partnership, three lucky shoppers will be in with the chance of winning the prize of a blue diamond, each worth approximately £1,500.
The top prize links to the theme of the diamond heist by notorious villain Feathers McGraw – first in the Academy Award winning The Wrong Trousers, and most recently in Vengeance Most Fowl which aired on BBC One on Christmas Day.
To win the round, one-carat brilliant cut, blue lab grown diamond, shoppers need to find one of three unique Feathers McGraw winning tickets hidden in promotional packs, and follow the instructions provided to claim their prize.
Shoppers will also have the chance to win hundreds of other Wallace & Gromit character prizes including Feathers McGraw 3D slippers, funky socks and cute 3D metal water bottles, as well as vouchers for Bisto Roast Seasonings products, over the 11-week promotional period by entering at winwithbisto.co.uk. There will also be weekly chances to win.
“Partnering with Wallace & Gromit, a much-loved British institution that continues to capture the hearts of families across the nation, is the perfect tie up for us,” commented Kate Drew, marketing controller for Bisto and Paxo at Premier Foods. “Bisto is all about bringing families together around the table, and this promotion offers retailers an exciting opportunity to drive excitement down the aisle and boost visibility of our family favourite product. We are confident that this collaboration will resonate well with our shoppers and we’re looking forward to seeing them engage with the brand in a new way over the next few months.”
Rachael Peacock, senior brand manager at Aardman, continued: “Partnering Wallace & Gromit with Bisto has been a delight, bringing together two of the nation’s favourites for a cracking partnership with all the trimmings. We have loved the chance to work with Premier Foods to bring our much-loved duo to family mealtimes. As Wallace might say ‘Ooh, that tickles the tastebuds, Lad!’”
The on-pack promotion will be supported with POS in-store and social media activity to drive awareness of the collaboration, with further activity for the partnership planned later this year.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
