A selection of much-loved Roald Dahl characters - brought to life through the iconic illustrations of Quentin Blake - are heading to the desserts aisle this summer.
Premier Foods has launched a new on-pack promotion across its Ambrosia, Angel Delight and Birds products. Available across all retail channels, the packs will feature whimsical favourites including Matilda, The BFG and The Witches, helping retailers “attract family shoppers and drive engagement within the ambient desserts category,” Premier said.
The main promotion will give consumers the chance to win “splendiferous prizes every hour,” including audiobooks. A further wrap up draw, kicking off from September 2026 until February 2027, will see a whole host of family experiences available to win throughout the campaign.
Prizes include Roald Dahl Museum and Story Centre tours, Charlie & The Chocolate Factory-inspired Afternoon Teas in London’s One Aldwych Hotel, as well as a family stay in the Roald Dahl suite at London’s Jumeirah Carlton Tower in Knightsbridge.
The campaign “leverages the cross‑generational appeal and timeless popularity of Roald Dahl’s stories and beloved characters,” that resonate strongly with Millennial parents and younger consumers alike.
The activity will be supported by in-store marketing communications and high impact POS throughout the summer.
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