Paddington Fronts U.K. Marmalade Brand

Chorion has signed a deal with Premier Foods for Paddington Bear (licensed by Copyrights, a Chorion company) to become the face of Robertson's Golden Shred marmalade in a U.K.-wide, on-pack promotion. Paddington Bear is the world's most famous marmalade lover.

The campaign is set to appeal to young families and nostalgic adults, as well as give consumers the opportunity to purchase a range of Paddington badges. Paddington will be featured prominently on packs, and will also appear on Premier's Gale's honey and Hartley's No Bits ranges, maximizing the new relationship.

"What could be more natural and authentic than Paddington Bear teaming up with the U.K.'s most iconic marmalade brand?" asks Esra Cafer, senior brand manager at Chorion. "I know that fans will be just as excited as we are when they see Paddington on their local supermarket shelf. He'll appear on more than 14 million jars each year. And we hope the partnership will continue for many years to come."

Premier Foods is hoping to attract a younger audience to marmalade with the introduction of Paddington on-packs, as well as re-engaging adults who grew up with both Paddington and family breakfast occasions.