Aardman Animations has partnered with BBC One, Kingsmill and Pyrex for cross-promotional efforts that will coincide with the launch of the upcoming Wallace and Gromit TV special, A Matter of Loaf and Death. The new plasticine comic adventure will air on BBC1 over the Christmas holiday.
In A Matte of Loaf and Deah, Wallace & Gromit have started a new bread baking business called Top Bun, and have converted 62 West Wallaby Street into a granary with ovens and robotic kneading arms. Business is booming and Wallace finds himself in love with former beauty and bread enthusiast Piella Bakewell. Gromit discovers his master’s life is in jeopardy after a dozen local bakers disappear, and turns sleuth to solve the escalating murder mystery.
Leading up to the broadcast, Wallace and Gromit will be the face of BBC One in a series of station idents, created and produced exclusively by Aardman at their studios in Bristol. The on-air campaign will run over the holiday period.
Aardman and bread company Kingsmill will launch a six week, instant-win Christmas campaign dubbed ‘Win a Prize of a Loaf Time.’ The promotion will be featured on 29 million packs of Kingsmill bread. To enter, consumers can log on to www.kingsmillbread.com/wallaceandgromit and enter the batch code as printed on the packs’ yellow neck ties. An instant response message will confirm if they are one of the 500,000 lucky winners.
In an additional tie-in, Wallace and Gromit will be featured in a new Pyrex promotion which offers exclusive collectables free with selected non-stick bakeware at Asda Living and Superstores and independent retailers. Five sets are available and consist of a non-stick roaster, flan pan, oven tray and pizza pan with Wallace and Gromit oven glove, tea towel, shopping bag and pan rest.
