Premier Foods is launching ‘Fuelling Britain’, a brand new, innovative promotion across its much-loved Batchelors range starting in March.
The promotion, which is set to become Batchelors’ biggest ever, aims to drive increased sales of the Premier Foods power brand by engaging and rewarding shoppers through the offer of free fuel – an increasingly relevant and emotive topic for the majority of its loyal shoppers.
‘Fuelling Britain’ is an exciting on pack promotion that gives shoppers the chance to win free fuel for a year weekly, or a free tank of fuel daily, for the duration of the fourteen week promotion. Shoppers can either go online or call a freephone number to enter a unique code that is printed on a wide range of Batchelors products. ‘Fuelling Britain’ will be supported by a fully integrated marketing campaign, including heavyweight radio, PR, outdoor and in-store activity.
To coincide with ‘Fuelling Britain’, Batchelors is also modernising its packaging design on Pasta ‘n’ Sauce, Savoury Rice and Pot Shots products to be in line with Cup a Soup, which underwent a refresh in July. Based on the success of the Cup a Soup restage, the new look packaging aims to modernise the Batchelors range, as well as provide improved brand impact and shopper navigation.
What is more, Batchelors is extending its popular Pasta ‘n’ Sauce range with some High Veg variants. High Veg Pasta ‘n’ Sauce contains 50% vegetables and is designed to give mums a more nutritional and healthy offering, for themselves and their kids.
High Veg Pasta ‘n’ Sauce will be available in four variants – Country Vegetables; Mushroom and Garlic; Tomato & Mediterranean Veg; and Tomato & Basil. All variants will have an RSP of 95p, in line with the rest of the range.
