The confectionery giant’s Galaxy brand will be the official chocolate partner of the second film charting the escapades of the love-struck 30-something.
In the run-up to the release of Bridget Jones: The Edge of Reason, which hits the big screen at the beginning of November, Masterfoods plans to support Galaxy with a £2m marketing programme that will include a limited edition on-pack promotion.
Consumers will have the chance to instantly win a spa holiday to Thailand and luxury kits across 30 million packs.
In addition, 150,000, 400g Galaxy Silk Collection boxed chocolates will feature a ‘as enjoyed in Bridget Jones’ sticker. Masterfoods said the tie-up fitted perfectly with the brand, which is aimed at women aged 25 to 44 and the company is currently negotiating exclusive promotions with the grocery and impulse trade.
Meanwhile, Müller will use its tie-up to push a text and win promotion on Müllerlight.
Running from next month until December, 75 million pots will carry the chance to win a range of prizes including holidays, bottles of Champagne and bouquets of flowers.
The campaign will be supported by TV and press advertising. General manager of Müller, Andrew Harrison, said: “Research has confirmed that the affiliation between the Müller brand and the Bridget Jones character is absolutely perfect.”