Heinz Pasta has partnered with Play-Doh for an on-pack promotion offering the chance to win one of 50 Play-Doh “Playful Pies” Playsets every day over an eight-week period.

Kraft Heinz and Hasbro, owner of the Play-Doh brand, stress that both brands are long-time family favourites – Play-Doh was launched in 1956 while Heinz Pasta has been available for many decades.

The promotion will include limited edition labels featuring the Play-Doh brand and characters across all Kraft Heinz Pasta multipacks.

To enter the daily draw, consumers have to purchase a promotional product from and submit their details and an image of the receipt for the purchase at www.HeinzPlayDohPrizes.co.uk.

As well as running on Kraft Heinz multipack products, the campaign will be promoted across the Heinz UK website as well as Play-Doh and Kraft Heinz social channels, with the packs available on shelves up until December 17th.

The giveaway features on an assortment of Heinz multipacks, including the Heinz Hoops 4-pack and 3-pack, the Heinz Hoops No Added Sugar 4-pack and 3-pack, as well as the Heinz Spaghetti 4-pack.

Brook Aspden, Brand Manager for Heinz Pasta, comments: “This exciting partnership combines two brands that are already well-loved by UK families. Play-Doh is the perfect partner to help us deliver more smiles at mealtimes! We hope that the limited-edition packs will create great shelf stand-out appealing to the gatekeeper at point of purchase.”

Craig Wilkins, Marketing Director Hasbro UK & Ireland, adds: “We are thrilled to be teaming up with such an established brand as Heinz to give families the chance to enjoy both the creativity and nostalgia of two family favourites.”

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Hasbro’s PLAY-DOH brand is visiting cities across the UK this summer with its Imagination Tour roadshow, encouraging families to have fun and be creative with the PLAY-DOH brand through a number of hands-on activities.

The tour, created for PLAY-DOH by experiential agency iD, started in Southampton on April 19 2017 and will be visiting six different locations:

• Geronimo Festival, Warrington – May 27-29
• Westfield, Stratford – July 26-30
• Metrocentre, Newcastle – August 2-6
• Bristol Balloon Fiesta – August 10-13
• Birmingham Bullring – September 13-17

The interactive event has been designed to give curious thinkers and little explorers the opportunity to experience creative play with PLAY-DOH compound, Hasbro says. Entering through a giant PLAY-DOH tub, children can head straight to the play tables where they can create anything they wish with endless pots of PLAY-DOH compound at their fingertips.

Next, they can test their culinary creativity at the Kitchens Creations station where they can make wacky food creations. Once complete, they can share their culinary masterpieces at the photo board for a special picture with the Doh-Doh brand character as a keepsake.

They will also have the chance to try out PLAY-DOH TOUCH, the immersive app that brings sculpted PLAY-DOH creations to life in a new virtual PLAY-DOH world.

Hasbro is a global play and entertainment company which makes toys, games, television, movies, digital gaming and consumer products including Nerf, My Little Pony, Transformers, PLAY-DOH, Monopoly, Littlest Pet Shop and Magic: The Gathering, as well as premier partner brands.

iD is a multi-award winning specialist experiential and retail marketing agency which delivers large scale sampling campaigns, road shows, and immersive brand experience campaigns for clients including Britvic, PepsiCo, Mars and Unilever. Additionally, iD provides teams of highly-trained expert demonstrators in retailers throughout the UK for clients including Nespresso, Microsoft, Revlon, Elizabeth Arden, COTY and Sage Appliances.

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Ready Brek has teamed up with Play-Doh for a new on-pack promotion running until January 31st 2017, where consumers can get £5 off Play-Doh when spending £20 or more on the children’s modelling clay or associated Play-Doh products such as the Play-Doh factory.

The promotion will be appearing on the breakfast cereal’s Original variety 450g and 750g pack sizes.

Hannah Flannery, commercial marketing manager for Ready Brek, said: “It’s said that breakfast is the most important meal of the day for adults and children alike and so we want to see more families enjoying a nutritious and tasty start to their day with Ready Brek. As an extremely popular product with children, we’re thrilled to be partnering with Play-Doh to continue celebrating Ready Brek’s integral place in the modern family home.”

Craig Wilkins, marketing director, Hasbro UK & Ireland, said: “Play-Doh and Ready Brek are both iconic, nostalgic brands for parents that are much loved by kids across the country – it was a natural collaboration for us. As we celebrate our 60th Anniversary this year, we’re delighted that our partnership with Ready Brek enables us to offer parents added value when purchasing new Play-Doh products.”

Ready Brek and Play-Doh were both launched at almost exactly the same time: 1956 for Play-Doh and 1957 for Ready Brek. After going through various owners including General Mills, Play-Doh has ended up with toy giant Hasbro. Ready Brek was originally launched by J Lyons & Co and is now owned and manufactured by Weetabix.

Originally called a ‘smooth porridge’ it was rebranded as a breakfast cereal for kids in the late 1960s – with the famous advertising slogan ‘Central heating for kids’; with the resurgence in popularity of porridge in recent years, the product is again been marketed as porridge.

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