Paddington becomes face of Robertson's marmalade

By Katie Roberts

March 3rd 2010 at 10:35AM
Paddington becomes face of Robertson's marmalade

Chorion signs deal with Premier Foods for the bear to feature on Robertson's Golden Shred marmalade.

The new campaign offers consumers the opportunity to purchase a range of collectible badges of the bear, which is probably the most famous marmalade lover in the world.

The promotion will run across all Robertson's Golden Shred marmalades and Paddington will feature prominently on pack and will also appear on Premier's Gale's honey and Hartley's No Bits ranges.

Premier Foods is hoping to attract a younger audience to marmalade with the promotion and re-introduce adults who grew up with Paddington.

Consumer will simply enter a barcode from a promotional pack online at www.paddingtonbear.co.uk to be able to purchase a badge for £1.10 including P&P.

Esra Cafer, senior brand manager at Chorion, said: "We are just delighted to announce this partnership. What could be more natural and authentic than Paddington Bear teaming up with the UK's most iconic marmalade brand?

"I know that fans will be just as excited as we are when they see Paddington on their local supermarket shelf. He'll appear on more than 14 million jars each year. And we hope the partnership will continue for many years to come."

David Atkinson, general manager of Premier Foods' Spreads, added: "As the nation's fondness for nostalgia continues, the coming together of the two iconic British names, Paddington Bear and Robertson's Marmalade, makes perfect sense.

"We're confident that this promotion will drive consumers to re-engage with Robertson's and introduce marmalade to a younger audience."