Salad brand Florette is to launch an on-pack promotion in partnership with Universal Brand Development & Illumination, to herald the animated movie ‘Minions: The Rise of Gru’.
Kicking off on 16 May, the promo will see Minions characters appear on packs of Florette’s Mixed, Classic Crispy, Baby Leaf Trio and Sweet & Crunchy lines.
It will offer the chance to collect one of 20,000 Minions plush toys, ahead of the film’s 1 July release. It will be supported by social and PR activity giving the chance to win a family trip to Universal Studios, Orlando.
The partnership with Universal marks the start of a £1m marketing investment for Florette this year.
“Minions has become a global phenomenon. So, it is a privilege to have these mischievous, iconic characters embellish our packs,” said Nick White, head of marketing at Florette. “It’s a really exciting partnership, which presents a great opportunity to connect consumers with the Florette brand while bringing some fun and energy to the fresh produce category.”
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