Albert Bartlett has teamed up with Disney’s Pixar to release a UK-wide on-pack promotion celebrating the release of Toy Story 4.
The collaboration will see 4.6 million packs of Jersey Royals, Cornish and Rooster potato varieties feature Toy Story branding with consumers offered the chance to win a trip to Disneyland Paris.
The campaign will also feature across Disney’s online and social media platforms and will run until late July.
On May 1stAlbert Bartlett and Disney hosted a day out on Jersey for children from a local primary school, who visited one of the potato fields and could dress up as different characters from the hit film.
In addition the children learned about the value of eating potatoes as part of a balanced diet. The Jersey and Cornish packs also feature a new “Supercooled” device to explain the benefits of hydro-cooling to consumers.
Michael Jarvis, head of marketing at Albert Bartlett said: “We are delighted to be working with Disney and Pixar to celebrate the cinema release ofToy Story 4. The film is sure to be a huge hit this summer and we are very excited to be offering fabulous trips to Disneyland Paris as prizes in an on-pack promotion on our Jersey Royal, Cornish and Rooster potatoes.”
Alan Russell, Commercial Director, Disney EMEA, said: “The huge reach of this promotional campaign across UK retailers will really help in getting Toy Story 4 front of mind with family audiences ahead of the June 21 release. We’re excited to be working with Albert Bartlett both on this initiative and on future collaborations we have planned.”
