Robertson's marmalade gives away solid gold Paddington badges
Friday June 7, 2013 at 3:03pm
Created by brand activation agency Toucan, the instant-win on-pack promotion runs on 454g packs of Golden Shred until mid-August. Robertson’s will give away 10 nine-carat gold versions of its much-loved collectors’ badges. Nigel Parrott, commercial director of Hain Daniels’ grocery division, says: “Robertson’s has always been famous for its limited edition collectables, including the long-successful range of Paddington Bear badges. The chance to win a solid gold version will have great appeal for Robertson’s loyalists as well as attracting new consumers to the brand.” The gold badges will feature the iconic Paddington Bear – the world’s most famous marmalade lover and the face of the Robertson’s brand – sitting on his suitcase and holding a jar of Golden Shred Marmalade. The brand has a £10.9m value and a 22% share of the market, growing at 2.5% YOY.