Bovril is continuing its high-profile partnership with Peter Crouch and Burton Albion, through the unveiling of an exclusive limited edition collectable jar. Building on the resounding success of the recent announcement in October 2023, where Bovril assumed the role of Official Hydration Partner of Burton Albion FC, this new launch continues to align Bovril with football.
The limited edition 250g jar introduces a football-themed design solidifying Bovril’s historic ties to football – while elevating brand awareness and driving trial amongst the target audience of football fans aged 30-65. The label is inspired by classic football shirts, and the design also features elements of gold to provide a premium feel, making it an exclusive collectable for fans and shoppers.
The jar not only serves as an exciting opportunity for shoppers to trial the product, but appeals to existing loyal customers, encouraging them to pick up the jar as a collectable item. As 2024 promises to be a monumental year for football, the brand has made the most of the success of its partnership with Brand Ambassador Peter Crouch to solidify Bovril’s place in the sport and as a go-to hot beverage during the colder months.
The design has been developed to draw maximum attention on-shelf, so that the jars catch the eyes of shoppers, maximising their impact and engagement.
Bovril is putting a substantial £100k paid media investment behind the launch, which is providing a new platform for brand growth. Bovril will be publishing content with brand ambassador Peter Crouch on social media to tap into the former player’s huge following.
The investment will primarily focus on e-commerce marketing and includes gondola ends in-store to catch the eye of shoppers and encourage them to explore further.
The limited edition 250g jar will be available in retail with an RRP of £4.40.
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