Premier Foods has rolled out a Roald Dahl-themed on-pack promotion across Ambrosia, Angel Delight and Birds, with packs available now across grocery and convenience.
Featuring Quentin Blake’s illustrations of characters including Matilda, The BFG and The Witches, the activity is designed to drive visibility in the ambient desserts aisle and appeal to family shoppers.
The main promotion offers consumers the chance to win “splendiferous prizes every hour”, including Roald Dahl audiobooks. A wrap-up draw running from September 2026 to February 2027 will offer a range of family treats, including visits to the Roald Dahl Museum and Story Centre, themed afternoon teas at London’s One Aldwych Hotel, and a stay in the Roald Dahl suite at the Jumeirah Carlton Tower.
The campaign targets younger shoppers, with ambient desserts currently under-indexing among this group. By tapping into the cross-generational appeal of Roald Dahl’s stories, the promotion aims to bring new consumers into the category while boosting engagement.
Selected Ambrosia, Angel Delight and Birds SKUs feature the promotional designs, with in-store marketing and display materials supporting the activity throughout the summer.
