MINT has been appointed by Kerry Foods to develop and implement a partnership with Help for Heroes as part of a year long marketing and advertising campaign.
The plan for leading frozen ready meal brand Bisto – includes its first on-pack promotion. With a £500,000 prize fund, the promotion will offer consumers the opportunity to support the UK’s best known charity for wounded, injured and sick Veterans and Serving personnel, Help for Heroes, whilst having a chance to win cash prizes via an innovative “Win £5 for you & £5 for our Heroes” mechanic.
Featuring on 5 million Bisto frozen ready meals, each pack contains a unique code for consumers to enter via a dedicated new website to be in with a chance to win a £5 cash prize. Kerry Foods will then donate a further £5 to the Help for Heroes charity, with a potential contribution of £250,000 to this worthy cause. The promotion has been devised to appeal to Bisto’s core customer base, as well as attracting a wider demographic.
MINT negotiated the partnership, developed the on pack promotion and will implement a range of digital, advertising and media initiatives over the coming 12 months. The initial activity runs for 12 weeks across 19 SKUs, the promotion rolled out nationwide in major multiples from Monday 2nd May.
Kerry Foods Senior Brand Manager, Charlotte Bourne, comments: “As a trusted, well known charity, Help for Heroes was the perfect choice and a great fit for Bisto, the number one frozen ready meal brand. We know many Bisto FRM consumers are already engaged with the charity and will want to show their support for the partnership. We’ve really enjoyed working with MINT – they stood out during the pitch process through their consumer insight and multi-discipline approach.”
David Hicks, Co-founder and CEO adds: “The FRM marketplace is massively crowded. We felt that as brand leader Bisto had the opportunity to redefine the promotional and marketing norms of the category and support a wonderfully deserving cause.”
As part of the programme, MINT has also developed Bisto frozen ready meals’ first ever brand web site – which will evolve further over the coming months.
Help for Heroes supports Servicemen, women and Veterans of the British Armed Forces who have suffered life changing injuries and illness in the line of duty, and their families. This includes physical and psychological support, as well as encouragement to take on new activities, courses and careers to enable them to rebuild their lives.
So now you can be a hero – by winning £10.