As official partner of the 2016 First Utility Super League, leading canned brand Batchelors Peas will be hosting two special match day events over the forthcoming Easter Weekend.
The events will provide a range of experiential opportunities for fans to interact with the brand, including games in the Batchelors Peas marquee with prizes to be won. The Batchelors Peas mascot, “Can of Steel” will be on hand to distribute over 50,000 “Try me free” coupons in support of the current season-long promotion on over 30 million cans of Batchelors Peas.
The aim of the partnership with Super League is for Batchelors Peas to drive awareness – especially among younger consumers – and engaging the fans at pivotal matches is central to this objective.
Chris Wright, marketing director at Batchelors’ owner Princes says: “We’ve chosen Easter Weekend to launch our experiential campaign as it’s a landmark in the Super League season and attracts lots of families. We’re looking forward to the Bank Holiday weekend, driving our profile with consumers through engaging brand activation, and showing our support for this exciting partnership.”
Later in the season, the Batchelors Peas experiential team will be present at Magic Weekend, the two-day Super League spectacular which attracted a record 67,788 fans last year, as well as the Challenge Cup Final and Super League Grand Final.
At all games until November, Batchelors Peas will feature in match day programmes, on pitch perimeter boards and on all official competition interview backdrops. The Batchelors Peas branding will reach a total of 2.7m in attendance at matches, as well as 350,000 TV viewers per week over the course of the season via Sky channels – on which it is the second largest sport behind football – and the BBC.
The sponsorship aims to increase usage of mushy and marrowfat peas by existing consumers and re-engagement by lapsed consumers, through the promotion of the products as the ideal accompaniment for fish and chips and other family favourites.