Bovril and Colman’s are partnering with Dad’s Army and an on-pack promotion offering the chance to win holidays, a Dad’s Army mug or a shovel-shaped spoon.

Bovril and Colman’s partner ‘Dad’s Army’



Bovril and Colman’s are partnering with the upcoming Dad’s Army film, with new limited edition Bovril packaging and an on-pack promotion offering fans the chance to win a holiday, a Dad’s Army mug or a shovel-shaped spoon.

The limited edition Bovril jars highlight the brand’s heritage as an iconic and trusted stock paste and hot savoury drink brand, which has kept Great Britain warm since 1886 and was used as part of military rations for soldiers during World War II.

Bovril’s three Dad’s Army-themed jars, which launched January 1st, promote the launch of the new film. They feature nostalgic motivational war messages such as Dig In For Victory, Beef Up For The Home Front and Dad’s Army Wants You Beefy.

Colman’s and Bovril – which are owned by Unilever – are supporting the partnership through the joint competition, which is being hosted on the Colman’s website ( Prizes include a holiday in Yorkshire, a trip for two to Bletchley Park, 250 mugs and 1,000 shovel spoons.

Jonathan Roberts, assistant brand manager for Bovril, says: “Bovril and Colman’s are steeped in heritage and our promotion of the Dad’s Army movie is a great opportunity to remind consumers of the role each brand played in supporting Britons during World War II. Bovril formed part of military war rations and the government refused to ration Colman’s so Brits could add flavour to war time meals.”

Roberts adds: “In addition to Bovril’s limited edition packaging, our joint competition is an exciting opportunity to generate buzz around both brands and promote the launch of the film in February.”

The Dad’s Army partnership follows Bovril’s return to TV advertising in December 2015 for the first time in 20 years, with a rerun of its classic Bovril Biker advert. Bovril also launched three limited edition Bovril jars in January 2015 with labels featuring early 20th century advertisements, helping remind consumers of the part Bovril has played in ‘Keeping Britain’s chin up since 1886’.

The jar designs included the famous ‘Alas my poor brother’ slogan from the turn of the 20th century, imagery from the 1930s that encourages consumers not to forget the Bovril, and also from the 1960s which reminds people that a mug of Bovril ‘Prevents that sinking feeling’.

Dad’s Army, the feature film based on the iconic British TV comedy series, will march into cinemas on February 5. Directed by BAFTA award-winning director Oliver Parker, the film brings together an award-winning British cast Dad’s Army’s all-star British cast including Bill Nighy, Catherine Zeta Jones, Toby Jones, Tom Courtenay and Michael Gambon.

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