Premier Foods is broadening the appeal of its Batchelors range to the growing gaming community, through an exclusive partnership with one of the most successful videogame franchises of all time. In collaboration with the free-to-play online game, Call of Duty®: Warzone™, the nationwide on-pack promotion will give thousands of shoppers the chance to win in-game bonus items and prizes with every pack. As part of the promotion, retailers are being given their own chances to win, with promotional FSDUs, Batchelors stock and a £500 gaming voucher up for grabs via Premier Foods’ dedicated convenience website, Your Grocery Partner.

The activity will build on the successful campaign from Batchelors that has targeted the gaming community to date, following the promotion that ran for the launch of Call of Duty® Black Ops Cold War from October this year. With quick meals – such as those offered by Batchelors Super Noodles and Pasta ‘n’ Sauce products – being the third most popular type of food enjoyed while gaming, and consumed by half of gamers in the UK[1], the national Batchelors partnership with Call of Duty will extend the appeal of the range within a targeted, and growing, audience.

Already worth more than the film and music industries[2], the gaming industry continues to grow. One of the largest surges in demand has been on “Battle Royale” games*, which have grown +24% since March 2020[3]. By building the resonance of the Super Noodles and Pasta ‘n’ Sauce ranges across the gaming community, which accounts for over 37 million people in the UK2, Batchelors is giving retailers more opportunities to grow their sales of quick meals and appeal to a wider range of shoppers.

Adam Woolf, brand director for quick meal, snacks and soups at Premier Foods, comments: “As one of the most successful gaming franchises of all time, Call of Duty is the perfect partner for Batchelors as we strengthen our appeal to gamers.

“Shoppers have been drawn to branded ranges in recent months as they can trust the quality and value for money of the products inside. Adding to that appeal, and running across our pot and sachet formats, the promotional packs contain genuine artwork from Call of Duty: Warzone, creating real standout on shelves while attracting gamers. With 36% of UK households having bought Super Noodles or Pasta ‘n’ Sauce over the last year[4], we can help to drive overall category growth by offering something new to gamers.” 

Exclusive retailer promotion

In conjunction with the shopper competition, retailers are being encouraged to get involved themselves, with weekly prize draws giving 10 stores promotional prize packs to help celebrate the activity in store and generate sales of core Batchelors bestsellers. A grand prize of £500-worth of gaming vouchers will also be awarded to one lucky entrant.

Drawn weekly, 10 retailers will win a prize bundle containing a Batchelors branded FSDU, plus stock from the core Batchelors range to fill it – including best-selling products from the Batchelors Super Noodles and Batchelors Pasta ‘n’ Sauce ranges. In addition to the prize bundles, a single grand prize will be issued to one entrant at random at the end of the promotion, giving the retailer £500-worth of gaming vouchers.

The retailer competition is open from 28th January until 3rd March 2021. Details of how to enter can be found on Premier Foods’ dedicated website to support retailers, Your Grocery Partner, with retailers required to visit the Quick meals and snacks page to answer a simple question about the Batchelors core range to enter. Full details available here:

[1] Kantar | Usage “Occasions of Pot Snacks Consumption” | 52 w/e 19 May 2019


[3] Simon-Kucher & Partners | The Global Game Study: Impacts of COVID-19 (here)

[4] Kantar WorldPanel, August 2020

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