Kingsmill on-pack promotion for Britain's Got Talent hits shelves

Bread brand Kingsmill’s onpack sponsorship with ITV show Britain’s Got Talent hit shelves today, offering consumers the chance to win a range of prizes, including tickets to the live show.

The token collecting, on-pack activity will span the brand’s sliced bread, rolls and bakery snacks portfolio, will also see consumers log-in to a specially created microsite to redeem their a Britain’s Got Talent board game, megastar microphone or Kingsmill match ball.

Michael Harris, marketing controller for Kingsmill, said: “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. The eye-catching artwork also offers us real on-shelf standout, drives category differentiation and generates a real sense of excitement in-store. We anticipate the Britain’s Got Talent tickets will go down a treat with consumers.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.