Bisto, ‘Wallace & Gromit’ Reveal New PartnershipBisto, ‘Wallace & Gromit’ Reveal New Partnership

Wallace & Gromit will feature on Bisto Favourites Gravy products.

License Global

February 3, 2025

3 Min Read
Wallace & Gromit on Bisto Favourites Gravy Products
Wallace & Gromit on Bisto Favourites Gravy ProductsBisto and Aardman

Bisto is partnering with the iconic British animated duo, “Wallace & Gromit,” who will feature alongside their arch-nemesis, Feathers McGraw, in an on-pack promotion for Bisto Favourites Gravy products. This promotion is available now, with the main on-pack promotion running until April 16 and a wrap-up draw running until Jul. 16. This on-pack promotion marks the first phase of Bisto’s long-term partnership with Aardman Studios.  

In celebration of the partnership, three shoppers will have the chance to win a blue diamond, each valued at approximately £1,500. The top prize relates to the theme of the diamond heist by  Feathers McGraw, first seen in the Academy Award-winning film, “The Wrong Trousers" andmost recently in the critically-acclaimed “Vengeance Most Fowl," which aired on BBC One on Christmas Day. To win the one-carat brilliant cut blue lab-grown diamond, shoppers must find one of three unique winning tickets featuring Feathers McGraw hidden in promotional packs and follow the instructions to claim their prize.  

Shoppers will also have weekly chances to win hundreds of other highly sought-after “Wallace & Gromit” character prizes, including Feathers McGraw 3D slippers, funky socks and 3D metal water bottles, as well as vouchers for Bisto Roast Seasonings products, throughout the 11-week promotional period by entering at Winwithbisto.co.uk.  

Related:Checkers & Rally's, John Soules Foods Bring Popular Chicken Bites to the Freezer Aisle

Bisto is renowned for its iconic products, which have become staples in U.K. households. The new promotion combines two family favorites, making it the perfect collaboration that could appeal to the whole family. Whether served with a roast dinner or alongside a comforting weekday meal, this partnership with “Wallace & Gromit” is set to delight customers and drive sales.  

“Partnering with ‘Wallace & Gromit,’ a much-loved British institution that continues to capture the hearts of families across the nation, is the perfect tie up for us,” says Kate Drew, marketing controller, Bisto and Paxo, Premier Foods. “Bisto is all about bringing families together around the table, and this promotion offers retailers an exciting opportunity to drive excitement down the aisle and boost visibility of our family favorite product. We are confident that this collaboration will resonate well with our shoppers and we’re looking forward to seeing them engage with the brand in a new way over the next few months.” 

“Partnering ‘Wallace & Gromit’ with Bisto has been a delight, bringing together two of the nation’s favorites for a cracking partnership with all the trimmings,” says Rachael Peacock, senior brand manager, Aardman. “We have loved the chance to work with Premier Foods to bring our much-loved duo to family mealtimes. As Wallace might say ‘Ooh, that tickles the tastebuds, Lad!’”  

Related:EXCLUSIVE: Beanstalk Acquired by Investment Group and Management Team

“When FMCG brands strike the right partnership, the results can be game-changing for on-pack and in-store promotions,” says Nicola Christie, client services director, Umbrella. “With the right synergy, we can see engagement increase by at least double, sometimes soaring up to 15 times usual rates! Collaborations can deliver in-store entertainment for the benefit of grocers and their consumers, enabling brands to secure valuable feature space and stand out on fixture. However, these partnerships can not only drive visibility; they can create powerful connections which build brand affinity and prompt purchase at the critical point of conversion and deliver impressive sales uplifts.”  

The on-pack promotion will be supported by POS in-store and social media activities to drive awareness of the collaboration, with additional initiatives for the partnership planned for later this year. More developments are on the way as part of this long-term collaboration. 

About the Author

License Global

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for daily updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like