Homepride flour is launching an on-pack promotion offering consumers the chance to claim a range of limited edition collectibles from British pottery maker Emma Bridgewater by collecting and redeeming on-pack tokens.

The token collect promotion is being supported with social media activity including a Facebook competition to win one of 10 bundles of Homepride Emma Bridgewater products.

The first products to be available through the token collect promotion will be an Emma Bridgewater Half Pint Mug and 8.5” Easter Plate – celebrating Hot Cross buns and Simnel Cake – with further items to follow later in the year including a batter jug, cake plate and tea towels.

Consumers can claim the promotional products by collecting tokens from packs of Homepride plain, self-raising and strong white bread flour and then paying an extra amount depending on which item they want. The plate, for example, costs £9 with three tokens, while the mug costs £12 with two tokens.

The prizes in the Facebook draw include two Homepride Emma Bridgewater plates, two Homepride Emma Bridgewater mugs and one Homepride baking bundle, consisting of a set of measuring spoons, a Jute bag, a flour shaker, a pastry brush and packs of plain flour and self-raising flour.

Entry is via Facebook, and the draw is open from now until April 16^th 2017.

Kate Wells, brand marketing manager for Homepride Flour at Kerry Foods, which makes Homepride flour, says: “Homepride flour and Emma Bridgewater share common values as well as a similar discerning audience, making our collaboration the perfect partnership. We are confident that our campaign will appeal to our consumers whilst driving sales and category growth.”

The Homepride brand is owned by Premier Foods, which uses it for pre-prepared cooking sauces. Premier licenses the brand to Kerry Group for the production of flour. Brand icon Fred the Flour Grader was created in 1964, a year after the brand itself was launched.

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PepsiCo has teamed up with lifestyle brand Emma Bridgewater for an exclusive on-pack promotion across its Walkers Market Deli potato and pita chip sharing bags.

The offer gives shoppers the opportunity to collect limited edition Emma Bridgewater serving bowls and dipping dishes, and will be available in-store from mid-February until May 31st 2016.

The exclusively designed dishes feature the iconic Emma Bridgewater polka dot colours and ingredients used in Market Deli products. They can be redeemed online by using tokens available on promotional Market Deli sharing packs along with a payment of £5 for each item claimed.

Consumers will need to collect six tokens for a serving dish and three tokens for a dipping bowl. There is a maximum of one serving dish and two dipping bowls allowed per household.

Thomas Barkholt, Marketing Director at PepsiCo, comments: “Market Deli and Emma Bridgewater share the same passion for authenticity and that’s why we have partnered together to create an exclusive collection of hand-painted Market Deli inspired dishes. We are confident that this partnership will be a huge success and will build upon the premium credentials of Market Deli and drive incremental sales for retailers.”

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