Kerry Food Group’s Richmond sausages brand has linked with TV show Britain’s Got Talent for a new £1.5m marketing campaign including an on-pack offer amplified through in-store activation, as well as video-on-demand, digital and social media activity.
The on-pack offer runs across the Richmond portfolio and gives families the chance to win prizes, including VIP tickets to the live shows, Britain’s Got Talent Big Night In hampers (including a TV and sound system), family days out to the UK’s top attractions, opportunities to learn a new talent and many more.
“Our marketing investment will ensure the brand remains top of mind for shoppers throughout the Britain’s Got Talent season and retailers should expect an increase in demand for Richmond over this period as our advertising drives footfall into store,” said Sarah Davies, Senior Brand Manager for Richmond. “The on-pack offer gives mums even more reason to add Richmond to their shopping list. We know consumers love Britain’s Got Talent and we expect there will be strong appetite to win VIP tickets to the live shows.”
Marketing activity will run throughout April and May.
There are 57 prizes to be won during the 57 days of the Promotion Period, These include: nine sets of four VIP tickets to a live show of Britain’s Got Talent, including travel and accommodation; four ‘Ultimate BGT Night In Hamper’ prizes for four people, with TV and sound system, popcorn maker and popping corn, blankets, sweets, drinks, crisps, kettle and teabags; five pairs of West End theatre tickets; ‘record a CD sessions’; circus skills sessions; family days out; cinema tickets for four people; Tenpin bowling; and British family hampers.