Magic Light Pictures has secured a one-year on-pack promotional and marketing partnership for the hit pre-school brand the Gruffalo with Arla Big Milk.
Launching on pack this month, the campaign will run across the grocery retail sector and will feature monthly prize draws and chances to win Gruffalo prizes. These include explorer packs and mini breaks at Chessington World of Adventures Resort.
Winners will be able to stay in one of the resort’s Gruffalo bedrooms and take the chance to explore the deep dark wood on the Gruffalo River Ride Adventure.
Aidan Taylor-Gooby, licensing manager at Magic Light Pictures, said: “Arla’s Big Milk brand values align so closely with the Gruffalo’s, this was an opportunity we couldn’t miss. The campaign is all about encouraging children to go out, grow strong, and explore the world around them. Arla’s message is about empowering little ones to be brave and take on adventures, just like Mouse from The Gruffalo.”
Angharad Wilson Dyer Gough, marketing lead on Arla Big Milk, added: “We are so excited to be partnering with Magic Light, helping us to celebrate and encourage children’s adventurous natures. Feedback from mums so far has been really positive and we look forward to the campaign developing over the next year.”
Arla Big Milk is also working with Mumsnet to showcase the Gruffalo and Arla partnership online. To inspire parents to get creative and cook with their kids, Arla has also worked with Mumsnet to create recipe videos taking inspiration from the Gruffalo cookbook.