Homepride plain and self-raising flours

Homepride has agreed a partnership with premium pottery brand Emma Bridgewater for an on-pack push offering shoppers a range of limited edition collectables.

Kicking off this month, promotion will first offer a half-pint mug and 8.5-inch Easter plate, each featuring the baking brand’s Fred character in Bridgewater’s popular Black Toast design.

Emma Bridgewater Homepride mug

Collectable tokens will be available across Homepride packs of plain, self-raising and strong white bread flour.

Consumers will claim their mug or plate by sending two tokens and £12 for the mug (rsp: £19.95) or three tokens and £9 for the plate (rsp: £17.95). Details will be available on Homeprideflour.co.uk.

Other items planned for staggered release throughout the year include an exclusive tea towel, a batter jug and a cake plate.

The push will be supported by social media activity including advertising to drive users to Homepride’s Facebook page for a chance to win Bridgewater collectables and Homepride ‘baking bundles’.

The two brands shared “common values as well as a similar discerning audience”, said Homepride spokeswoman Kate Wells. “We are confident that our campaign will appeal to our consumers while driving sales and category growth.”