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Bisto is partnering with one of the nation’s beloved national treasures, Wallace & Gromit. The iconic British animated duo will feature alongside their arch nemesis, Feathers McGraw, in an on-pack promotion across Bisto Favourites Gravy products.

The main on-pack promotion is running until the 16 April alongside a draw running until 16 July, the promotion is the first phase of Bisto’s long-term partnership with the Aardman Studios.

In celebration of the partnership, three shoppers will be in with the chance of winning the fantastic prize of a blue diamond, each worth approximately £1,500. The top prize links to the theme of the diamond heist featured in two of the duo’s escapades.

Shoppers will also have the chance to win other highly desirable prizes, including Feathers McGraw slippers, funky socks and water bottles, as well as vouchers for Bisto Roast Seasonings products,

Kate Drew, marketing controller of Bisto and Paxo at supplier Premier Foods, said: “Partnering with Wallace & Gromit is the perfect tie up for us and this promotion offers retailers an exciting opportunity to drive excitement down the aisle and boost visibility of our family favourite product.”

The on-pack promotion will be supported with POS in-store and social media activity to drive awareness, with further activity for the partnership planned later this year.