Morrisons and Disney in 'golden ticket' giveaway

Morrisons: giving away Disney prizes
Morrisons: giving away Disney prizes

Morrisons has signed up 140 brands for its biggest promotion to date, a 'golden ticket'-based prize giveaway that will be the focus of its primary summer campaign.

Shoppers will receive one pack of Top Trumps-style Disney cards, created by card manufacturer Cartamundi, for every £30 they spend in store. They can also claim extra packs by buying one of 140 participating brands, including PG Tips, Fairy and Cravendale, as well as own-label products. Nearly 250m cards have been produced for the campaign.

Consumers who find one of 1000 golden tickets hidden in the 32m packs of trading cards will win one of 1000 stays at Disneyland Paris.

Each pack contains seven cards and there are 99 to collect. Each card features a Disney character from a range including Mickey Mouse, Donald Duck and Buzz Lightyear.

The campaign, by Billington Cartmell, will be promoted through TV, print, outdoor and radio ads, created by DLKW Lowe, which launch this weekend.

In addition to the main ad push, the promotion will be supported using broadcast platforms Disney Channel, Disney Junior and Disney XD, and online at Disney.co.uk.

According to Disneyland Paris, this is the biggest give-away of its kind in the UK to date. Ginger Taggart, executive marketing director at Disney Destinations International UK, said: 'We believe this will resonate with shoppers.'

Joe Ward, Morrisons' head of in-store marketing, said: 'In terms of the marketing support we're giving it, it adds up to our biggest-ever promotion.'

The deal was negotiated through Disney's media partnerships arm, Disneymedia+.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers