B&D Promotes Pixels in U.K.

The campaign brings together five partners: Sony Mobile and the U.K. mobile network O2, roadside restaurant chain Little Chef, energy drink brand Kick Energy (from Global Brands), SFC Southern Fried Chicken and the cyber security software brand Kaspersky.

Together the partners will target a wide consumer base of families, teenagers and males ages 16 to 26 across digital and social platforms with opportunities to win a trip to New York and Sony tech bundles alongside on-pack, dining and retail promotions.

“

Pixels

gives us a treasure trove of the world’s favorite classic video game characters to bring to life in digital, print and on-pack promotions," says Richard Barnes, head of partnerships, B&D. “It’s a gift for brands seeking a fun and memorable summer partnership.”