Morrisons Signs Panini Wc Tie-up

As World Cup fever builds, supermarket chain Morrisons is launching an exclusive marketing partnership with Panini, the collectables and trading cards manufacturer. 

The Panini promotion, which goes live in Morrisons stores on 26th April, enables Morrisons customers to collect special limited edition sticker packs which are only available at Morrisons.

Like the normal Panini sticker packs, the Morrisons packs contain five stickers – but two of the five are bespoke foil stickers featuring one of 24 star players from all over the world.

Morrisons customers will get one free sticker pack, handed out at till, in return for a £20+ spend. In addition, they can also pick up an exclusive wall-chart tournament planner, which holds the Morrisons special collection.

The high-profile drive, which will run until the end of May, will be supported with through-the-line marketing support including tv, press and online advertising. 

The 24 limited edition stickers will feature legendary world players including England stars such as Steven Gerrard and Rio Ferdinand, and international players including Lionel Messi and Didier Drogba.

The partnership, a key element in Morrisons’ ‘Feast of Football’ World Cup campaign, was devised and brokered by Billington Cartmell.