Batchelors launches "Call of Duty" partnership

Premier Foods is partnering with one of the most successful videogame franchises of all time, Call of Duty, to celebrate the upcoming launch of Call of Duty: Black Ops Cold War. The partnership will see a wide range of popular Batchelors products and formats offering shoppers a chance to win one of thousands of bonus in-game items with every pack. As the gaming industry continues to grow, the on-pack promotion is set to grab the attention of the 37m-strong community of UK gamers [1].

Running across selected packs of Super Noodles Blocks and Pots products, in addition to Pasta ‘n’ Sauce Sachets and Pots, the promotion will promote some of Batchelors' most popular products. By getting their hands on one of the promotional packs, Call of Duty fans will have the chance to win hundreds of thousands of prizes, including in-game bonus items such as a calling card, animated emblem, a weapon charm, 2400 CoD Points, copies of the game and even top-of-the-line gaming equipment.

"The partnership between Batchelors and Call of Duty is the perfect fit to appeal to a growing audience of UK gamers, who are on the lookout for quick and tasty meal solutions," commented Adam Woolf, brand director for quick meal, snacks and soups at Premier Foods. "With 36 per cent of households buying Batchelors Super Noodles and Pasta ‘n’ Sauce over the last year [2], by appealing to a new community we are helping to fuel further growth at a time when we know shoppers are being drawn to branded products they recognise and trust."

1 Newzoo UK Games Market - Julu 2018

2 Kantar WorldPanel - August 2020