Richmond is linking up with TV show Britain’s Got Talent for a new partnership focused on bringing the whole family together.
To drive visibility of the partnership, the brand is employing a £1.5m marketing campaign throughout April and May comprising of an on-pack offer amplified through in-store activation, as well as video-on-demand, digital and social media activity.
Launched this week, the on-pack offer runs across the Richmond portfolio and gives families the chance to win prizes, including VIP tickets to the live shows; Britain’s Got Talent Big Night In hampers, including a TV and sound system; family days out to the UK’s top attractions; opportunities to learn a new talent and many more.
Britain’s Got Talent was the most watched entertainment show of 2015.
“Our marketing investment will ensure the brand remains top of mind for shoppers throughout the Britain’s Got Talent season and retailers should expect an increase in demand for Richmond over this period as our advertising drives footfall into store,” said Sarah Davies, Senior Brand Manager for Richmond.
“The on-pack offer gives mums even more reason to add Richmond to their shopping list. We know consumers love Britain’s Got Talent and we expect there will be strong appetite to win VIP tickets to the live shows.”