10 solid gold Paddington Bear badges up for grabs in new promotion
Robertson’s Golden Shred Marmalade has created an on-pack promotion offering customers a chance to win one of 10 nine carat gold… See on thedrum.com Created by brand activation agency Toucan, the instant-win, on-pack promotion runs until August. Robertson’s will give away nine-carat gold versions of its much-loved collectors’ badges.
Hain Daniels’ grocery division is boosting demand for Robertson’s, the nation’s favourite marmalade brand, by offering consumers the chance to win one of 10 solid gold Paddington Bear badges.
“Robertson’s has always been famous for its limited edition collectables, including the long-successful range of Paddington Bear badges,” says Nigel Parrott, Commercial Director of Hain Daniels’ grocery division. “The chance to win a solid gold version will have great appeal for Robertson’s loyalists as well as attracting new consumers to the brand.”
The gold badges will feature the iconic Paddington Bear – the world’s most famous marmalade lover and the face of the Robertson’s brand – sitting on his suitcase and holding a jar of Golden Shred Marmalade.
The promotion is set to accelerate sales of the brand, which has a £10.9m value and a 22% share of the market, growing at 2.5% YOY*.
Andy Stanton, Creative Director at Toucan adds “We were very pleased to look after this bear. Paddington was the perfect personality for Robertsons, as he appeals to older consumers and new ones alike, especially with him being such renowned marmalade connoisseur. The creative challenge for Toucan therefore demanded a unique, ownable prize alongside a clean, hard-working graphic execution on the jars. We think we’ve struck gold in both areas”.
