Batchelors Peas has partnered with Rugby Super League for a second year to become official partner of the 2017 season.

Batchelors Peas is continuing its sponsorship which drives category awareness and engages younger consumers while reinforcing its category leadership (Kantar 52 w/e 03-Jan-16).

An on-pack promotion will launch in February and run until July 2017 on packs of Bigga Peas, Chip Shop Style Mushy Peas and Original Mushy Peas. To extend the appeal beyond traditional sports fans and resonate with every shopper, this year’s headline prize is a trip to Australia for the Rugby League World Cup, including tickets to see England Rugby League take on the Australian Kangaroos in Melbourne on October 27, and £1,000 spending money.

The underside of the label on every pack will contain a unique code to be entered online, and the promotion will be supported by a programme of in-store activity, including point of sale and bespoke retailer activation.

At the official season launch on 2nd February, Betfred Super League’s star players took part in some interactive activity with Batchelors Peas, designed to generate video content for an ongoing integrated marketing campaign that will run throughout the season.

During its season-long partnership, Batchelors Peas will feature in all Betfred Super League match day programmes, on pitch perimeter boards and on all official competition interview backdrops, branding which will reach a total of 2.7m in attendance at matches, as well as 350,000 TV viewers per week over the course of the season via Sky Sports.

 A video of the launch is available here: