Peperami has formed a new partnership with the eagerly-anticipated The Angry Birds Movie.

The film, which goes on general release in the UK today, is a spin-off of the hugely successful phone app game.

The six-figure deal includes on-pack promotions across the range including characters from the movie making an appearance, and QR-like “BirdCodes” that can be redeemed for power ups in the Angry Birds Action! game.

Peperami is also launching an on-pack code competition where purchasers of Peperami can log onto in order to win prizes, including two holidays and thousands of The Angry Birds Movie prizes

To help promote the partnership, Peperami is running a dedicated TV ad campaign. 

Peperami parent company Jack Link’s has said the heavily-integrated nature of the promotion will help to engage and attract new consumers, driving sales and overall awareness of the brand.

Peperami senior marketer leader Pavan Chandra says: “The Angry Birds brand appeals to adults and children alike and enjoys tremendous brand awareness in our target market. Angry Birds is a fun concept, and the anger of the birds is matched only by the anger of our mascot Animal. Because the campaign is so much more than just an on-pack promotion, we’re expecting to see very high levels of engagement with both new and existing fans of Peperami.”