Jacob's goes back to the Ice Age

Films are frequently an excellent marketing tool for companies in the food and drink industry, and the imminent UK release of the video and DVD of the animated movie The Ice Age is no exception.

The UK's Jacob's Bakery is launching a six-week on-pack promotion for its Iced and Choc Gems timed to coincide with the release of the film. Starting on 14 October and running in all the major multiple chains in the UK, the promotion is designed to capitalise on the popularity of the film by encouraging children to try out the product and positioning it as ideal for children's lunchboxes.

In order to drive sales of the product during the six-week period, Jacob's has also introduced a promotional offer. By collecting two tokens from special packs of Iced and Choc Gems, consumers can get a limited edition Ice Age lunch box for just 99p (€1.58). The box also features an interactive Ice Age Migration game, which encourages children to use the Gems as counters and navigate their way past snow drifts, ice slides and Ice Age characters.

In keeping with the computer-generated images in the film itself, and capitalising on the fact that 75 per cent of UK children now have Internet access, Jacob's will be supporting the promotion with an online competition offering kids the chance to win a family holiday to Los Angeles, as well as hundreds of Ice Age prizes.

"This is the first promotion on Iced and Choc Gems for five years, so it is an exciting and important move for us. Linking Gems with the Ice Age movie creates a synergy which makes the brand highly relevant for children of today,"​ commented Laura Stephen, brand manager for Jacob's Sweet Biscuits.

"We have made significant investment in an integrated marketing campaign to support the promotion and position Gems as an ideal children's snack. By stimulating interest, trial and repeat purchase, we are confident of firmly establishing Iced and Choc Gems as lunchbox favourites."​