Seabrook Crisps has unveiled a new partnership with Alton Towers Resort ahead of the launch of the theme park’s new wooden Wicker Man rollercoaster.
Seabrook will celebrate the launch of the ride with the introduction of a new limited-edition flavour, Fiery Woodsmoked BBQ, which ties in to the rollercoaster’s wood and fire theme. The new flavour is available from April.
An on-pack promotion across all Seabrook Crinkle Cut crisps and pack formats – Multipacks, Sharing, and Handypacks – will give shoppers two for one entry to Alton Towers, worth up to £55 per pack.
The brand will support the promo with a large-scale marketing campaign across multiple channels including traditional and digital advertising, alongside email, shopper marketing and social media activity. Trade and consumer PR campaigns are also planned.
In-store POS materials including FSDUs, dump bins, shelf wobblers and posters will be produced.
PMPs and related material will be available from the end of March.
Jon Wood, Commercial Director at Seabrook, said: “This is a very exciting campaign for Seabrook and marks a step change in our brand investment. We’re looking forward to taking our customers and consumers along for the ride.”