CPLG and Burton's Foods are joining forces for an innovative marketing campaign with WWE to publicise the classic Wagon Wheels brand.
Kicking off this month and running into the summer, the partnership includes an eye-catching on-pack promotion offering a range of prizes. These include a once in a lifetime visit from a WWE Superstar to a child's school, tickets to the live WWE tour in November and hundreds of sets of WWE Top Trumps cards.
Fans will also be able to get their hands on six free limited edition Top Trumps cards that can be found inside Wagon Wheel multi-packs. These will be exclusive to Wagon Wheels.
The mechanic for the promotion will be a free prize draw entry via a Wagon Wheels/WWE microsite. The site includes online activity encouraging interaction with the brand and will prompt consumers to enter details of friends and family, initiating a viral email advertising the promotion.
The partnership will be supported nationally with a regional interactive radio campaign running in May and June.
"In terms of consumer target, Wagon Wheels and WWE are a perfect fit," said Alan Harrison, CPLG's head of promotions. "The opportunity for fans to engage with WWE in the ways offered by Wagon Wheels will be truly memorable for all parties concerned."
Ross Walker, director of international consumer products for WWE, added: "We're delighted that our first major UK partnership is with an iconic and well-known consumer brand like Wagon Wheels. This partnership marks the beginning of a more dedicated approach to harnessing the impact of FMCG brands and further commercialising WWE's live event and talent assets going forward."
Jaspal Chada, marketing director at Burton's Foods, concluded: "Our aim is to encourage our loyal male consumers to convey the magic of Wagon Wheels to a younger audience to ensure continuity of the brand.
"WWE is enjoyed by dads and lads all over the country and we saw an opportunity to join forces and create an impactful and engaging promotional campaign."