Bovril has released a limited edition packaging design ahead of the release of the Dad’s Army movie next month.
The collectible jars highlight Bovril’s heritage as an iconic stock paste brand, which was used as part of military rations for soldiers during World War II. Available until March, the three Dad’s Army-themed jars feature unique takes on historic war messages – including “dig in for victory”, “beef up for the home front” and “Dad’s Army wants you beefy”.
Bovril will also team up with fellow Unilever brand Colman’s to deliver a joint promotion, offering consumers the chance to win prizes such as a holiday in Yorkshire; a trip for two to Bletchley Park, where wartime messages were decoded by British intelligence agents; and a range of Dad’s Army-branded merchandise including shovel spoons and mugs.
In cinemas from 5 February, the Dad’s Army movie is based on a popular British television series of the 1960s and 1970s that follows the exploits of a fictional platoon of the British Home Guard.
The partnership has been announced little more than a month after Bovril aired its first television advertisement for 20 years.
Jonathan Roberts, assistant brand manager for Bovril, said: “Bovril and Colman’s are steeped in heritage and our promotion of the Dad’s Army movie is a great opportunity to remind consumers of the role each brand played in supporting Britons during World War II. Bovril formed part of military war rations and the government refused to ration Colman’s so Brits could add flavour to wartime meals.
“In addition to Bovril’s limited edition packaging, our joint competition is an exciting opportunity to generate buzz around both brands and promote the launch of the film in February.”
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