Fox’s Burton’s Companies launches collaboration for Illumination’s new film
Credit: Fox’s Burton’s Companies Limited
Fox’s Burton’s Companies (FBC), in collaboration with Universal Products & Experiences, has announced a major collaboration with lllumination’s riotous new film, Minions & Monsters. Certain to be the blockbuster action-comedy of the summer,Minions & Monsters arrives in cinemas 1 July.
The collaboration will feature a new limited-edition SKU Jammie Dodger, Sour Lemon. The iconic red, raspberry flavoured filling will be replaced with a tangy lemon curd across limited-edition packs with the biscuits being embossed with the faces of Minions characters, for the duration of the campaign.
In a first-ever move, Jammie Dodgers and Party Rings have teamed up to host an on-pack promotion, FBC’s biggest ever. The top prize is a family holiday to Florida. There are also thousands of instant-win prizes to be won in partnership with popular family card game, Dobble, which can be activated through a dedicated microsite.
Commenting on the launch, Jo Harwood, chief sales and trade marketing officer at FBC said: “With one of the biggest family film releases of the year landing this summer, this collaboration gives retailers a brilliant opportunity to create standout displays, drive impulse purchases, and tap into the excitement around the launch.
“It’s the first time we’ve run a collaboration across two of our iconic brands and it showcases the opportunities created through the merger to bring Fox’s brands together with Burtons under the FBC portfolio.”
FBC is supporting the Minions & Monsters launch with a high-impact shopper campaign, including eye-catching in-store POS, retail theatre, and digital activations designed to maximise visibility and conversion at shelf.
Jammie Dodgers and Party Rings Minions promotional packs will be available from all major retailers from 15 May until August across all core Party Rings and Jammie Dodgers products. The new Jammie Dodgers Sour Lemon SKU, also featuring the promotion, will RSP at £1.00 for 140g consumer units.
