Richmond has announced a brand new advertising partnership with ITV’s popular talent Show Britain’s Got Talent.

The sausages brand from Kerry Foods is launching a brand new £1.5m marketing campaign that starts on April 2 and runs throughout April and May comprising of an on-pack offer as well as a VOD, digital and social media activity.

The on-pack offer will run across the Richmond portfolio and will give families the chance to win prizes, including VIP tickets to live shows of Britain’s Got Talent along with Britain’s Got Talent ‘Big Night In’ hampers and a number of other prizes including a TV and sound system; family days out to top UK attractions, opportunities to learn a new talent and many more.

Sarah Davies, senior brand manager for Richmond, said: “We’re really excited about the new partnership with Britain’s Got Talent which is a first for Richmond. It is the perfect partner for the Richmond brand which is dedicated to bringing families together, and will continue to drive momentum for the brand following the success of our biggest campaign of 2015 ‘Sausages and Chip’ which achieved more than 8m views on social media.

“Our marketing investment will ensure the brand remains top of mind for shoppers throughout the Britain’s Got Talent season and retailers should expect an increase in demand for Richmond over this period as our advertising drives footfall into store. Increased awareness and visibility in store will drive relevancy and interest in the £571 million sausage category, and the on-pack offer gives mums even more reason to add Richmond to their shopping list. We know consumers love Britain’s Got Talent and we expect there will be strong appetite to win VIP tickets to the live shows. Series 10 promises to be bigger and better than ever so retailers should stock up and take advantage of the increased visibility of Richmond throughout April and May,” adds Davies.