Symington’s has partnered with Alton Towers Resort to launch an new on-pack promotion across its instant snack brand Mug Shot.
The deal, running until October, will offer consumers two for one entry to Alton Towers theme park (worth up to £56). The promotion will run across Mug Shot sachets, cup soups and on the go pots.
Targeting families, thrill-seekers and young adults, Mug Shot is also returning to TV with a new advert to conicide with the promotional activity.
In addition, the brand is supporting the promotion with a marketing and PR campaign including influencer activity, a Symington’s and Alton Towers microsite and social / digital adverts.
The partnership with Alton Towers is a first for the Leeds-based manufacturer and will see promotional packs distributed to all major retailers, as well as cash & carries and wholesalers throughout the summer.
Promotional sachets and shippers will be circulated to Spar retailers from 1 July until 11 August and will also become available to Parfetts depots and Go Local stores from 14 July.
Matt Lee, chief commercial officer at Symington’s, said: “We’re thrilled to partner with Alton Towers Resort to launch this exciting promotion across our Mug Shot brand. Alton Towers is one of the UK’s premier tourist attractions and is great fun for all ages. From families and couples to young thrill-seekers, there really is something for everyone.
“Two for one entry to Alton Towers theme park is an excellent deal and offers great value for money, particularly during the summer months. This is a fantastic opportunity for Symington’s, particularly Mug Shot, and we expect the brand to perform very well throughout the promotion.”