Premier Foods has launched an on-pack promotion across packs of Bisto with Wallace & Gromit, giving shoppers the chance to win cash prizes.

Available now, with the main promotion running until 16 April and a wrap-up draw running until 16 January, the promotion is the first phase of a long-term partnership between Bisto and Aardman Studios, the creators of Wallace & Gromit.

Shoppers who buy participating packs – Bisto Gravy Granules 190g, Chicken Gravy Granules 190g, Bisto Reduced Salt Gravy Granules 190g and Bisto Onion Gravy Granules 190g – are in with a chance of winning a one-carat lab-grown blue diamond, worth approximately £1,500.

They need to find one of three unique Feathers McGraw tickets – named for the franchise villain who appeared in The Wrong Trousers and last year’s Vengeance Most Fowl – and follow the instructions provided.

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Other prizes are up for grabs, including Feathers McGraw 3D slippers, socks, water bottles and vouchers for Bisto Roast Seasonings products.

Kate Drew, marketing controller of Bisto and Paxo at Premier Foods, said: “Partnering with Wallace & Gromit, a much-loved British institution that continues to capture the hearts of families across the nation, is the perfect tie-up for us. Bisto is all about bringing families together around the table, and this promotion offers retailers an exciting opportunity to drive excitement down the aisle and boost visibility of our family favourite product.

“We are confident that this collaboration will resonate well with our shoppers and we’re looking forward to seeing them engage with the brand in a new way over the next few months.”

The supplier will support the promotion with in-store PoS and social media activity, with further partnership activity planned for later this year.

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