Consumers will be able to collect tokens from Kingsmill packs and redeem them for a range of Wallace & Gromit-themed products. These include a toast rack ‘van’ with a wind-up motor, a sandwich box and oven mitts.
To receive the products consumers are required to mail in the tokens together with the postage fee.
The promotion will run across 60m Kingsmill packs covering brands including Tasty Wholemeal, 50/50, Soft White Rolls and Great Everyday. It will launch on March 23.
The campaign ties in with the DVD release of ‘A Matter of Loaf and Death’ which aired BBC 1 at Christmas. The partnership promotion was created by Geoff Howe.
Kingsmill first teamed up with characters Wallace and Gromit for a six-week on-pack promotion in December.
and included a code consumers could enter online for a chance of an instant-win. Prizes included tickets to a VIP screening of the film.
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