McCain Smiles announces Penguin Books partnership
McCain Foods has announced that it is to give away in excess of 100,000 childrens books as part of a partnership with the National literacy Trust and penguin Books to promote McCain Smiles.
Launching today the on pack campaign, developed in conjunction with Blue Chip Marketing, will invite parents to collect two unique codes from promotional packs and upload them to a McCain’s microsite in order to claim one of six classic tales; including ‘The Gingerbread Man’ and ‘Little Red Riding Hood’.
The website also features a new video with hints and tips from mums and Abigail Moss, deputy director of the National literacy Trust, for reading with children.
Mark Hodge, McCain Foods Head of Brand, said, “The partnership with Ladybird is a great fit for the Smiles brand as both are big favourites with kids and mums. We fully expect the campaign to generate increased sales of Smiles.”
Myrtle Doyle, Group Account Director at Blue Chip Marketing added; “The campaign offers mums real value at point of purchase at a time when household budgets are experiencing increased pressure.”