20th Century Fox Consumer Products and Lidl are uniting to launch a comprehensive promotion across Europe for Ice Age.
Lidl is set to launch a wide range of over 90 Ice Age products in its 10,000 stores across 29 European countries, with ranges spanning apparel, DVDs and publishing.
The campaign, Lidl’s largest with Fox to date, begins next week ahead of Ice Age: Collision Course landing in cinemas.
In several countries, the 360? activation will include TV ads as well as support in print, in-store, circulars, social and digital media. Additional markets will offer free Ice Age movie posters as well as host competitions to win tickets either in store or on social media.
Some markets will also offer a free sachet of stickers to be collected in an Ice Age collector's album containing games and puzzles. A second loyalty programme will offer Ice Age plush toys in exchange for collected points, which customers will receive for an amount spent at Lidl.
“We are thrilled to partner with Lidl and lead this multi-divisional Ice Age programme," said Sandra Vauthier-Cellier, SVP of consumer products EMEA for Twentieth Century Fox Consumer Products.
"The retail reach of Lidl is extraordinary and this promotion will further amplify the building excitement across Europe for the premiere of the upcoming Ice Age: Collision Course movie.”