Retailers set for major summer bakery campaign to celebrate the release of Sony Pictures’ Spider-Man: Brand New Day exclusively in cinemas July 29
Spider-Man, one of the world’s most recognisable and loved superheroes, is swinging into stores this summer as Irwin’s Bakery launches a major on-pack promotion across its popular Irwin’s Original Muffins.
The promotion, in collaboration with Sony Pictures’ Spider-Man: Brand New Day, celebrates the release of the latest Spider-Man movie, Spider-Man: Brand New Day, exclusively in cinemas July 29. The campaign gives shoppers the chance to win a web-slinging family adventure in Spidey’s hometown – New York City.
The promotion will run on 4-packs and 8-packs of Original Muffins, encouraging shoppers to purchase a promotional pack and enter the online prize draw at www.winwithirwins.com.
The prize is for two adults and two children under 16 and includes return flights to New York, airport transfers in New York, three nights’ 4-star hotel accommodation, a private outdoor parkour class and dinner at a rooftop restaurant*.
The Spider-Man: Brand New Day promotion is part of an exciting summer for Irwin’s Bakery, with two new product launches also arriving across June and July: Irwin’s Fibre+ bread in White and Wholemeal, and Irwin’s 5-Pack Individually Wrapped Pancakes.
For retailers, the launches create fresh opportunities across two key shopper trends: health-led bakery choices and convenient, ready-to-eat products for breakfast, lunchboxes and snacking.
The promotion will be amplified with a high-profile communications campaign including in-store POS and impactful displays in key accounts. There will also an outdoor advertising campaign targeted around key retailers.
Irwin’s will also support the promotion with consumer PR and social content, helping drive awareness and excitement during the key summer trading period.
Michael Murphy, CEO, Irwin’s Bakery, said: “Everyone knows and loves Spider-Man, which makes us incredibly excited to work with Sony Pictures on this major promotion.
“Irwin’s Muffins are hugely popular with families across the UK and this campaign gives shoppers another great reason to pick up a promotional pack in store.
“It is also part of an exciting summer for Irwin’s, with the launch of our new Fibre+ range and individually wrapped pancakes. For retailers, that means strong family appeal, relevant innovation and a major promotional campaign all landing during the key summer trading period.
“With the chance to win a family trip to New York, strong in-store visibility, outdoor advertising, trade support, PR and social content, we are putting real weight behind the campaign to help retailers make the most of the opportunity.”
Sony Pictures’ Spider-Man: Brand New Day is released exclusively in cinemas on Wednesday 29 July and the Irwin’s Muffins on-pack promotion will run in stores until 30 September 2026.
*Full terms and conditions, eligibility requirements and prize details are available on the website.
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