Warburtons has invested £2.5m in a Half & Half on-pack promotional tie-in with forthcoming film release Paddington.
The promotion, which forms part of the bakery brand’s on-going strategic Paddington partnership, offers a child’s Cineworld ticket to the film with the purchase of any two packs from Warburtons Half & Half range.
Running across five million packs, Megan Harrison, brand and portfolio director at Warburtons, said the campaign “capitalises on the long-term growth of the Half & Half sector” and described the promotion as a “high value ‘everybody wins’ giveaway that will drive excitement in bakery aisles across the country”.
Warburtons commenced its Paddington partnership earlier in the year with a Warbeartons logo and adding Paddington Bear to six million packs of Half & Half.
In addition to the Warburtons promotion 50 specially designed Paddington Bears have taken over London to promote the film released nationwide on 28 November.