Premier Foods and Hasbro have announced a partnership in the UK that will see the former brand leveraging the creative prowess and fandom of the latter. The partnership will see an on-pack promotion being run with a Hasbro Monopoly theme across OXO, Bisto, PAXO and Ambrosia products to catch the attention of shoppers. The products are each paired with a QR code that will direct users to an online game where they will get a chance to win by rolling some digital dice.
Marketing Director, Flavours and Seasonings at Premier Foods Mark Alldred commented on the partnership with Hasbro saying, "An on-pack promotion of this scale gives retailers a powerful way to capture people’s imagination in the ambient aisle and ultimately drive sales. By bringing such a beloved game together with our brands, which are also loved by households up and down the country, we expect to attract more families and younger shoppers, increase repeat purchases, and ultimately support retailers in delivering category growth."
Board Game-Themed Food Promotions
Premier Foods and Hasbro Partnered for an On-Pack Promotion
Trend Themes
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Gamification of Retail Products — Incorporating interactive game elements into retail products offers brands a fresh avenue to engage consumers and boost customer loyalty.
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Collaborative Brand Partnerships — Strategic alliances between brands from different sectors, like food and entertainment, can create unique promotional opportunities that captivate a wider audience.
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Digital-physical Integrations — Merging digital experiences with physical products through QR codes enhances consumer engagement by offering a seamless connection between offline and online activities.
Industry Implications
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Food and Beverage — The food and beverage industry can leverage thematic collaborations to differentiate products and create a meaningful connection with consumers.
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Entertainment and Gaming — The entertainment and gaming sector can expand its influence by partnering with consumer goods brands to stretch its reach beyond traditional markets.
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Consumer Packaged Goods — Incorporating interactive promotions with partners from innovative fields allows consumer packaged goods companies to stand out in competitive retail environments.