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 www.peperami-angrybirds.com 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.”