Premier Foods goes bananas with new Despicable Me 4 promotion

Premier Foods is partnering with Universal Studios to launch an on-pack promotion to celebrate Despicable Me 4’s release this summer. Running across 24 products in the Mr Kipling, Ambrosia and Angel Delight ranges, the competition will give consumers the chance to win a mega selection of over 250 prizes – with two family holidays to America up for grabs, cinema tickets and Despicable Me 4 themed merchandise.

To help with the promotion, Mr Kipling is launching its Minion-inspired limited-edition Banana Slices to attract family shoppers. The limited-edition Mr Kipling Banana Slices are available across the grocery, wholesale and convenience channel from the beginning of June until the end of September.

The main Despicable Me 4 on-pack promotion across Mr Kipling, Ambrosia and Angel Delight products will run until 23 September. Despicable Me 4 is in cinemas from July and the entire campaign will be supported by strong in-store customer marketing and POS to create theatre and drive excitement.

Global marketing director for sweet treats at Premier Foods Naomi Shooman said: “Minions are going to be the cinema stars of this summer and we’re delighted to be bringing them into stores too. Our limited-edition Banana Slices are the perfect accompaniment for family adventures, and the on-pack promotion will create new opportunities and boost excitement for our retail partners. Appearing across Mr Kipling, Ambrosia and Angel Delight products, this year’s promotion is set to be bigger and better than ever and help unlock additional sales.”