E1 Entertainment has signed a deal with Müller, which will see top pre-school brand Peppa Pig fronting a national campaign for the Müller Little Stars range of fromage frais, smooth yoghurts and fruit juice jellies.
The campaign will launch at retail in September. Promotional packs of Müller Little Stars will feature a token collect offer to redeem a choice of six Peppa Pig books, published by Ladybird.
There will be one token in six packs and two tokens in 18 packs of Müller Little Stars. Parents just need to collect four tokens to redeem a book by uploading them online.
The promotion will be supported by a comprehensive above the line marketing campaign, which will include national TV advertising.