A British potato firm has teamed up with Twentieth Century Fox to help plug one of the most talked about films of the holiday season.
As a result, E Park and Sons' The Same Every Time Potatoes brand will embark on a digital-friendly Walking with Dinosaurs: The 3D Movie-themed promotional campaign.
The campaign with the film, which opened in cinemas worldwide on 20 December, will begin two weeks prior to the release of the DVD, in April.
The already bright and bold packaging will be transformed into a Walking with Dinosaurs theme, along-side an on pack competition.
Through the use of the popular photo-sharing, social-networking app. Instagram, entrants will be asked to post an action-packed and Dino-themed picture of them and their Firm, Fluffy or Creamy packs using the hashtag #DINOSPUD.
The best post will win a trip to London for the whole family to visit the National History Museum and get the ultimate dinosaur experience.
There will also be a whole host of runner-up prizes, including copies of the Blu-Ray DVD, and other Walking with Dinosaur goodies.
Heather Burns, commercial manager at E Park and Sons, said: 'The potato category can often be viewed as dull and unchanging. However, this collaboration with a blockbuster movie such as Walking with Dinosaurs provides an element of excitement and pizazz and will certainly liven up the potato category.
'The film is family-friendly, colourful, and with the amazing CGI graphics, is forward-thinking - all attributes we think The Same Every Time Brand has. We are delighted to be working with Twentieth Century Fox on the project.'
To complement the themed packaging, custom Walking with Dinosaurs shipper units and tray liners have also been created, further making the packs stand out in store.
All the entrants’ photos for the competition will be streamed directly to The Same Every Time website on a page created to support the collaboration. Using the on-pack QR code, consumers will be able to view the gallery of entrants quickly and easily and check out the competition. The overall winner will be selected by an independent panel from the potato industry.
James Pepper, from the firm's sales and marketing department, said: 'The growth of both the smart phone and social-media over the past five to ten years has been staggering. Unbelievably, more iPhones are sold on a daily basis than the amount of babies born.'
'The 21st Century family is constantly connected to internet, sharing photographs and messages instantly with the smartphone being an essential possession. For the first time, this collaboration sees the potato category embrace the movement and catch-up with today’s fast paced world. With just the click of a button, consumers can enter a great competition with great prizes.'
The Same Every Time brand, now in its second year, has recently grown significantly in popularity, and can be found at selected Asda, The Co-op and Nisa stores.
No comments yet