The promotional drive, which has been devised by recently appointed marketing communications agency Billington Cartmell for Allied Bakeries, will run across 65 million Kingsmill products (including loaves, rolls and snacks) from this week.
It offers consumers the chance to win money-can’t-buy prizes including VIP tickets to the special live shows which begin at the start of the summer.
The on-pack work incorporates an adaptation of the 'Britain's Got Talent' logo into Kingsmill's classic yellow, white and blue brand livery.
It will be supported with a dedicated microsite (www.kingsmillsgottalent.com) and a national in-store and shopper marketing activity, all created by Billington Cartmell, as well as regional PR activity through 360.
The promotional packs will direct people to the website where they can enter a weekly draw to win a pair of VIP tickets to the 'Britain’s Got Talent' Live Show or Tour.
There are also additional standard tour tickets to be won, and four bespoke items that consumers can collect through tokens available on the special Kingsmill packs.
As well as Kingsmill Match Balls and 'I've Got Talent' aprons, Kingsmill fans will be able to put the tokens towards branded Megastar Microphones (complete with four-voice distorter) and the official Britain's Got Talent board game.
Tom Lamb, group account director at Billington Cartmell, said: "In todays 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."
In-store eye-line promotions will also support the campaign, as well as regional PR through 360, although no print campaigns are planned.
Britain's Got Talent is the UK's highest-rated entertainment show of the last five years. It is produced by TalkbackThames and Syco TV.
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