Richmond promo

Richmond Sausages has teamed up with TV talent show Britain’s Got Talent for a £1.5m marketing drive.

The Kerry brand launched an on-pack promotion across its portfolio this week, offering shoppers the chance to win prizes including VIP tickets to the live show, Britain’s Got Talent Big Night In hampers, and family days out to the UK’s top attractions.

The promotion will be supported by in-store, VOD, digital and social media activity throughout April and May.

“Our marketing investment will ensure the brand remains top of mind for shoppers throughout the Britain’s Got Talent season and retailers should expect an increase in demand for Richmond over this period as our advertising drives footfall into store,” said Sarah Davies, senior brand manager for Richmond.

“Increased awareness and visibility in stores will drive relevancy and interest in the £571m sausage category, and the on-pack offer gives mums even more reason to add Richmond to their shopping list.”