A major brand partnership between Crayola and McCain Smiles is due to kick off this month.
The campaign - developed in conjunction with Blue Chip Marketing - will see over four million McCain Smiles packs become Crayola dual-branded, promoting an exclusive arts and crafts giveaway.
In each pack will be unique access codes which, when two codes are collected, can be used to redeem against a choice of six different Crayola stationery items. These include markers, pencils and colouring books.
With no limit on the number of codes and products consumers can collect and redeem, the promotion is aiming to drive repeat purchase and collectability for both brands.
Campaing awareness will be driven across a range of different social media and consumer facing communication channels. These will include McCain's own Facebook page, an email newsletter and a door-drop campaign.
"This is a far reaching and impactful campaign partnership which links Crayola with one of the most high profile children's food brands in the UK," said Richard Venner, senior brand manager for Crayola. "The combination of incentivised redemption codes and money off vouchers will enable new and existing consumers to collect a choice of six Crayola items, providing them with a perfect introduction to the range."
Mark Hodge, McCain Foods head of brand, added: "The Smiles brand proposition is all about good food made fun. Crayola has a natural fit with Smiles, and has a strong appeal with both parents and children."
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