Albert Bartlett has secured a deal with Disney’s Toy Story 3 movie for its Rooster potato brand.
The partnership between the Walt Disney Company UK and Albert Bartlett will feature on special edition Rooster potato packs from 28 March, in anticipation of the UK cinema launch of the movie on 23 July.
An on-pack competition will benefit from TV advertising, giving consumers the chance to win one of five exciting trips.
It is the first time that Disney has linked up with a fresh vegetable brand and the first time Albert Bartlett has worked with a major global entertainment label.
Airdrie-based Albert Bartlett established the Rooster potato brand in 2003 with the aim of delivering a tasty, healthy product with provenance and consistency. Last year, the brand used Desperate Housewives star Marcia Cross in a TV campaign.
The opportunity to work with an established brand such as Disney is “immensely exciting” for Albert Bartlett, according to marketing manager John Hicks. He said: “Although we operate in very different industries, the partnership encapsulates the family values of both businesses and provides a strong platform to deliver a healthy and fun experience for our customers… We are delighted Disney came to us. They noticed our Marcia Cross campaign in 2009 and liked that creative angle.”
The Toy Story 3 promotion centres around an on-pack promotion supported by a national TV campaign, which also starts on 28 March. The TV ad, which is voiced by the same theatrical agent character that appeared alongside Marcia Cross in 2009’s campaign, features live action highlighting the different uses of Rooster potatoes, before cutting to Disney animation and explaining another “great reason” to buy the product as it directs viewers to the on-pack competition.
As a first prize, five families can win a trip to Los Angeles for a week to go to the world premiere of Toy Story 3. Ten other winners will go to the film’s London premiere.
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