Batchelors Peas is partnering with a professional rugby league club competition and launching an on-pack promotion.
This partnership with First Utility Super League’s 2016 season will help Batchelors Peas drive category awareness, engage younger consumers and increase sales.
An on-pack promotion will launch in March 2016 and run until November 2016, on packs of Bigga Peas, Chip Shop Style Mushy Peas and Original Mushy Peas. Customers will have the chance to win an ‘ultimate superfan experience’ by going online and entering the unique code on the underside of the label. This will be supported by a programme of in-store activity, including point of sale and bespoke retailer activation.
Batchelors Peas will feature in all 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 channels – on which it is the second largest sport behind football – and the BBC.
At the official season launch on January 28, Super League’s players took part in some activity with Batchelors Peas. As well as sampling Batchelors Mushy Peas, the players went head to head in the ‘Leaning Tower of Peas-a’ challenge. This activity was captured on video which will be used to launch the brand’s new YouTube channel.
As Official Partner, Batchelors Peas will also have access to the stars of the Super League whilst being present at match days through brand activations including sampling, which will drive the profile of the brand and the category.
Princes marketing director Chris Wright said: “Becoming an official partner of First Utility Super League is a significant move for Batchelors Peas and signifies our relevance as a modern, family brand that supports active lifestyles
“Super League is an excellent fit for Batchelors Peas as there is substantial overlap between consumers of the two brands.”
RFL commercial director Chris Rawlings said: “We delighted to have Batchelors Peas on board for 2016, an exciting partnership formed ahead of a promising season for the sport.
“There is much common ground between First Utility Super League and Batchelors Peas, as both brands are rich in heritage and tradition, and will thrive together across their mutual heartland as well as working together to reach a new audience.”
The First Utility Super League season kicks off on February 4 when last year’s champions Leeds Rhinos host Warrington Wolves.