UK baking giant Hovis is set to team up with DreamWorks Animation’s latest film Trolls to give one shopper the chance to win a family holiday to visit the studio in Los Angeles.
The Best of Both loaf will feature a pack takeover by characters from the children’s film, which will be released on the 21 October in UK cinemas, to highlight the promotion.
It will be supported by a sampling and digital campaign to ensure shoppers don’t miss out on the opportunity.
Sharon Barraclough, marketing director of Hovis, commented: “The Trolls movie is a perfect fit for Hovis Best of Both with its family-friendly appeal. We will be supporting the launch with a digital and sampling campaign to ensure the collaboration is unmissable.
“Hovis is an essential part of any bread and bakery category and we are confident the release of Trolls and the prize on offer will drive further demand and attract new shoppers to try our new, softer Best of Both loaves.”
The Hovis Best of Both range, which offers 750g loaves in medium or thick styles, is available in major retailers across the UK.
Earlier this month, Hovis recorded a £19m loss in its second year of trading since the Premier Foods investment write-off.