Beano Studios has struck up a new partnership with Happy Monkey Drinks, with a series of on pack tie-ins to its popular TV series Dennis and Gnasher: Unleashed!
Under the deal, a quarter of a million Happy Monkey drinks will be redesigned to feature Dennis and Gnasher from the CBBC TV show Dennis and Gnasher: Unleashed! and are set to appear in major supermarkets nationwide from late August, landing just in time for the back to school season.
The DGU-branded packs will direct kids towards a bespoke online treasure hunt, created on Beano.com, and offer kids and families the chance to win Dennis & Gnasher: Unleashed! themed prizes, including goody bags, Beano rucksacks and key rings, as well as tickets for a family of four to the Dennis & Gnasher: Unleashed! Musical premiere in 2020.
Happy Monkey, a popular smoothie brand, is known for promoting a healthy lifestyle for kids, a cause close to Beano Studios’ heart following its work with ITV on the ‘Eat Them to Defeat Them’ Veg Power campaign.
The firm will promote the competition across its Strawberry & Banana and Orange & Mango drinks, which can be found in major supermarkets – including Sainsbury’s, Asda, Waitrose, Tesco, Iceland and Ocado – as well as independent shops.
The Beano competition will also be promoted across Happy Monkey’s digital channels, all of which will feature Dennis & Gnasher.
Simon Gray, head of communications at Happy Monkey, said:”Beano Studios’ work on encouraging kids to eat more healthily made them an ideal ally in growing even further awareness of our brand of healthy, sustainably-sourced drinks for kids.
“Our competition is a dream partnership between people who want the best for kids, and understand their inherent sense of mischief. The treasure hunt will be an extra layer of fun for families and kids, all the while encouraging them to eat healthily and responsibly. We also can’t wait to see the musical.”
Vanessa Andreis, IP partnerships at Beano Studios, added:”We’re always looking for partnerships that will resonate with kids, especially with brands that help kids stay healthy and have a sense of fun. So we’re delighted to partner with Happy Monkey, with its Rainforest Alliance seal and no-added sugar drink range, to promote Dennis & Gnasher: Unleashed!
“We’ve created a fun competition with bespoke content that should be really engaging for kids and their families, and we wish our treasure hunters good luck.”
Happy Monkey Drinks has won a number of awards, including Best Children’s Drink for seven consecutive years in the prestigious Loved By Parents and Loved By Children annual awards.