Two British icons join forces in UK licensing deal

Leading family entertainment producer and distributor Chorion has signed a deal with Premier Foods for Paddington Bear™, licensed by Copyrights, a Chorion company, to become the face of Robertson’s Golden Shred marmalade in a UK wide on-pack promotion. Paddington Bear™ is the world’s most famous marmalade lover. The campaign, which launches today and is set to appeal to young families and nostalgic adults alike, gives consumers the opportunity to purchase a range of highly collectable Paddington badges. The promotion will run across all Robertson’s Golden Shred marmalades, including Paddington’s preferred chunky variety and brand new product Robertson’s Golden Smooth, made from sweet Valencia oranges and with no bits. Paddington will feature prominently on pack, and will also appear on Premier’s Gale’s honey and Hartley’s No Bits ranges, maximising the new relationship.

Esra Cafer, Senior Brand Manager at Chorion says, “We are just delighted to announce this partnership. What could be more natural and authentic than Paddington Bear teaming up with the UK’s most iconic marmalade brand? I know that fans will be just as excited as we are when they see Paddington on their local supermarket shelf. He’ll appear on more than 14 million jars each year. And we hope the partnership will continue for many years to come.”

David Atkinson, General Manager of Premier Foods’ Spreads, adds, “As the nation’s fondness for nostalgia continues, the coming together of the two iconic British names, Paddington Bear and Robertson’s Marmalade, makes perfect sense. We’re confident that this promotion will drive consumers to re-engage with Robertson’s and introduce marmalade to a younger audience.”

Premier Foods is hoping to attract a younger audience to marmalade with the introduction of Paddington on pack, as well as re-engaging adults who grew up with both Paddington and family breakfast occasions.

Collecting the Paddington Bear range of badges is simple. Consumers simply need to enter a barcode from a promotional pack online at www.paddingtonbear.co.uk to be able to purchase a badge for £1.10 including P&P.

For further information about Paddington Bear™ please visit www.paddingtonbear.com .