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Goodfella's Taken For A Spin With Alton Towers Smiler Tie Up
Alton Towers Resort has teamed up with Goodfella’s Pizza to launch a limited edition ‘The Smiler’ pizza.
In an industry first, independent marketing agency, Mediator has developed a unique partnership between Alton Towers Resort and Goodfella’s Pizza.
The frozen pizza brand has created a limited edition pizza inspired by the resort’s latest rollercoaster ‘The Smiler’.
The world’s first 14 looping ‘The Smiler’ ride launched last May and features a series of twisted psychological effects including optical illusions and blinding lights designed to mess with your mind and body.
The completely new product features a deep pan baked base with spicy sausage, pan-fried onion and jalapeno peppers, designed especially with thrill-seeking pizza fans in mind.
Those who purchase a Goodfella’s The Smiler pizza will also receive an entry offer, discount off hotel stays and a chance to win a number of VIP packages.
Goodfella’s “The Smiler” pizza will be available nationwide across all three major supermarkets including Asda, Morrisons and Tesco from 10th of March until the end of October.
In addition to the limited edition pizza, an Alton Towers Resort promotion will also run across two of Goodfella’s most popular pizza ranges Fully Loaded Deep Pan and Stonebaked Thin Goodfella’s.
Supporting activity will run via both brands’ digital channels including ‘The Smiler’ hub hosted on Goodfella’s website, and be supported by a consumer press and D2C campaign.
Candida Corscadden of Goodfella’s said: “Goodfella’s fans love our pizzas because of the great taste, quality, range, convenience and value available to them – and this was the perfect opportunity to give consumers something more.
“By working in partnership with The Smiler, Goodfella’s is offering a new exciting product, a unique experience and complementary added value.
“And of course, we know that nothing will work up an appetite quite like a day of thrilling rides with family or friends, so matching up the two experiences felt like a perfect fit.”
Annette Middleton Marketing Manager at Alton Towers said: “The aspiration for The Smiler was always to create a brand over and above the ride itself.
“In working with Mediator we have been able to realise this vision. Mediator’s ability to build a campaign that complements both brands whilst giving the customer something new and exciting, demonstrates their expertise at building truly mutually beneficial partnerships.”
Integrated marketing specialist Allott & Associates Ltd has received a coveted PR gold award for its work in the business-to-business food industry.
Winning the PR gold medal in The National Industry Awards Best For Food & Drink category will further boost Allott & Associates, which has been established for over 20 years and has recently announced significant investment in new staff, IT and digital services.
The BestFor judging panel, consisting of six business owners and directors, awarded Allott & Associates the top accolade for its excellent track record in food related work spanning Europe, the United States, Australia and the Middle East.
Its burgeoning client base includes a major clean label ingredients supplier, a manufacturer of bakery and dessert inclusions, food packaging companies and an international packaging organisation with members in over 20 countries.
Allott and Associates will be using the BestFor PR gold accolade to promote its public relations and marketing capabilities to companies attending Foodex in March and through communications and campaigns during 2014.
Managing director, Philip Allott, said: “The BestFor PR award recognises the contribution and impact our dedicated PR team is making for clients involved in the food industry. I’m extremely proud that their great efforts and client successes have been recognised.”
Yorkshire Connections As McCain Sponsors Emmerdale
McCain Foods has announced that it will be sponsoring Emmerdale, one of the UK’s biggest TV programmes, from March.
Like the soap, McCain is based in Yorkshire and has long established links to farming, having worked with some of its 250 British growers for three generations.
McCain is also the largest purchaser of British potatoes, buying approximately 15% of the total UK crop each year.
With the soap’s countryside setting and family themed storylines, Emmerdale provides McCain with a platform to highlight the core values of the brand with its key target audience, and remain front-of-mind at tea-time six days a week, 52 weeks of the year.
Emmerdale was watched by an average of 7.3m viewers in 2013, of which 72% are ‘main shoppers’ responsible for the weekly household grocery shop.
Mark Hodge, McCain Foods marketing director, said: “Emmerdale is modern, family focused and set in the heart of the Yorkshire countryside, providing lots of positive associations with farming and natural, British produce.
“It is a perfect fit for the McCain brand and provides us with a fantastic opportunity to connect with our core target consumer and set ourselves apart from our competitors by communicating the key values of the brand.”
The agreement runs for two years and includes a fully integrated sponsorship package covering broadcast, mobile and online platforms.
Gary Knight, commercial content director at ITV, said: “Emmerdale is one of ITV’s most iconic programmes and we are delighted to welcome a brand with the stature and heritage of McCain as the new sponsor of the show for the next 24 months.
“We look forward to working with them to make this truly integrated partnership a great success.”
The sponsorship follows the introduction of a new Happy Days marketing platform for McCain Foods in autumn 2013 and celebrates the enjoyment of eating McCain potato products.
The £35m year-long programme of activity is McCain Foods biggest ever marketing campaign and part of a major drive to grow the frozen potato category by transforming the McCain brand.
The Happy Days campaign is focusing on four key category growth areas – Easier Family Meals, Conversion from Homemade Potato, Nutritious Kids Meals and Sharing at Home.