The UK’s best-selling canned peas brand, Batchelors Peas, has partnered with Betfred Super League rugby for the third year running.

The Betfred Super League is the top-level professional rugby league club competition in the Northern hemisphere, with 11 English teams, one from France and others from Wales and Canada compeiting.

As an Official Partner for the 2018 season, Batchelors Peas will support the league with an on-pack promotion across 21 million cans of Bigga Peas, Chip Shop Style Mushy Peas and Original Mushy Peas.

To extend the appeal beyond traditional sports fans and resonate with every shopper, this year’s headline prize is a trip to Canada to watch Toronto Wolfpack, the Canadian team which competes in the Betfred Super League, along with £1,000 spending money. Additional prizes that will be drawn throughout the season include signed shirts and tickets to Dacia Magic Weekend, Ladbrokes Challenge Cup Final, Betfred Super League Grand Final and England International games.

As an Official Partner for the 2018 Betfred Super League, Batchelors will also be providing special offers and match day activity led by the Batchelors’ mascot, Can of Steel.

The on-pack activity will be supported with a program of press competitions, radio activity, digital and social media activity.

During its season-long partnership, Batchelors Peas will feature in all Betfred Super League match day programmes, on pitch perimeter boards and on all official competition interview backdrops at over 250 games. This will reach a total of 1.2m at matches, as well as over 350k TV viewers per week over the course of the season via Sky Sports and BBC Sport.

Commenting on the partnership, Dean Towey, Marketing Director at Princes, says: “After a successful two years, we are really looking forward to continuing the partnership for a third year. Being an Official Partner of the Betfred Super League is a great platform for us to position Batchelors Peas as a modern, family brand that supports active lifestyles.”

The campaign aims to drive increased usage of mushy and marrowfat peas amongst existing and new consumers through the promotion of the products as the ideal accompaniment for fish and chips and other family favourite meals.

The Betfred Super League season kicked off on Thursday February 1^st.

The Batchelors brand was founded in 1895 and includes Marrowfat, Mushy and Garden Peas for retail and foodservice. Princes Ltd. manufactures Batchelors Peas under license from Premier Foods Limited.

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Princes has launched an integrated marketing campaign, ‘So Good. So Simple’, to support its canned fish and fruit product ranges.

Reaching at least 8.4 million consumers, the initiative will involve a partnership with some of the UK’s largest radio stations, social and digital media, in-store sampling, coupons, a new website with improved user experience and the renewal of the brand’s successful partnership with celebrity dietician Lucy Jones.

The activity has been driven by consumer research and trends showing that shoppers are looking for tasty, easy and nutritious meals. It demonstrates how Princes meets those needs while encouraging them to increase their repertoire of dishes made with canned fish and fruit.

Neil Brownbill, Marketing Director for Princes Limited, says: “We have put an integrated marketing strategy in place to ensure we reach families through engaging content via channels that they most actively consume.”

The campaign will promote Princes Tuna Chunks in Springwater and its range of Tuna Fillers as simple, tasty toppings for jacket potatoes, alongside Princes Mackerel and rice as a quick protein and Omega 3-rich meal solution for busy lives.

Consumers will also be encouraged to try Princes Peaches, Mandarins and Mango with Juice – which are packed from fresh and contribute to one of your recommended five-a-day – as a convenient breakfast with yoghurt.

Brownbill adds: “We are confident that this campaign will provide a valuable boost for the brand and wider category.”

The campaign launched at the end of September and runs until March 2018, the activity builds on the success of the brand’s 2016 marketing initiatives which contributed to increased value sales of more than 12% on the featured lines across Princes Fish and Fruit products.

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