Bisto Teams with Wallace & Gromit
Bisto is partnering with one of the nation’s beloved national treasures, Wallace & Gromit. The iconic British animated duo will feature alongside their arch nemesis, Feathers McGraw, in an on-pack promotion across Bisto Favourites Gravy products. Available from the 30th of January, with the main on-pack promotion running until the 16th of April 2025 and a wrap up draw running until 16 July 2025, the on-pack promotion is the first phase of Bisto’s long-term partnership with the Aardman Studios.
In celebration of the partnership, three lucky shoppers will be in with the chance of winning the fantastic prize of a blue diamond, each worth approximately £1,500. The top prize links to the theme of the diamond heist by notorious villain Feathers McGraw; first in the Academy Award® winning “The Wrong Trousers”, andmost recently in critically acclaimed “Vengeance Most Fowl” which aired on BBC One on Christmas Day. To win the round, one-carat brilliant cut, blue lab grown diamond, shoppers need to find one of three unique Feathers McGraw winning tickets hidden in promotional packs, and follow the instructions provided to claim their prize.
Shoppers will also have the chance to win hundreds of other highly desirable Wallace & Gromit character prizes, including Feathers McGraw 3D slippers, funky socks and cute 3D metal water bottles, as well as vouchers for Bisto Roast Seasonings products, over the 11-week promotional period by entering at winwithbisto.co.uk. There will also be weekly chances to win
Bisto is renowned for its iconic products that have become staples in UK households. The new promotion brings together two family favourites, making it the perfect collaboration, which could appeal to the whole family. Whether serving Bisto with a roast dinner, or alongside a comforting weekday meal, this partnership with Wallace & Gromit is set to delight customers and drive sales.
Kate Drew, Marketing Controller of Bisto and Paxo at Premier Foods, commented: “Partnering with Wallace & Gromit, a much-loved British institution that continues to capture the hearts of families across the nation, is the perfect tie up for us. Bisto is all about bringing families together around the table, and this promotion offers retailers an exciting opportunity to drive excitement down the aisle and boost visibility of our family favourite product. We are confident that this collaboration will resonate well with our shoppers and we’re looking forward to seeing them engage with the brand in a new way over the next few months.”
Rachael Peacock, Senior Brand Manager at Aardman added:“Partnering Wallace & Gromit with Bisto has been a delight, bringing together two of the nation’s favourites for a cracking partnership with all the trimmings. We have loved the chance to work with Premier Foods to bring our much-loved duo to family mealtimes. As Wallace might say ‘Ooh, that tickles the tastebuds, Lad!’”
Nicola Christie, Client Services Director at Umbrella, commented: “When FMCG brands strike the right partnership, the results can be game changing for on-pack and in-store promotions. With the right synergy, we can see engagement increase by at least double, sometimes soaring up to 15 times usual rates! Collaborations can deliver in-store entertainment for the benefit of grocers and their consumers, enabling brands to secure valuable feature space and stand out on fixture. However, these partnerships can not only drive visibility; they can create powerful connections which build brand affinity and prompt purchase at the critical point of conversion and deliver impressive sales uplifts”.
