Premier Foods launches promotion with illumination’s Minions

Activation across Mr Kipling, Angel Delight and Ambrosia
August 30, 2023

This summer (2023), Premier Foods is launching a national promotion in partnership with Universal Products & Experiences that will see Illumination’s iconic Minions appear on limited-edition packs across the Mr Kipling, Ambrosia and Angel Delight brands. As part of the on-pack takeover, consumers will have the chance to win hundreds of prizes each week including Apple AirPods, cinema tickets, Minions merchandise and more.

On shelves right now, the latest on-pack competition from Mr Kipling aims to capitalise on the global popularity of Minions. In total, 94% of consumers buy cake for enjoyment[1], and coupled with the global phenomenon, Minions, the brand will look to further demonstrate Mr Kipling products as the perfect treat when enjoying time with family and friends. Consumers will need to text to be in with a chance of winning, with winners of the prizes then announced via text.

Naomi Shooman, Global Marketing Director for sweet treats at Premier Foods, said: “We know our previous collaborations were a hit with both new and loyal shoppers to the cake category, and we’re pleased to announce our latest partnership with Universal Products & Experiences through the on-pack Minions takeover and competition. We know Minions is a beloved brand, and we hope to bring people together this summer to enjoy our cakes and win fantastic prizes, as well as drive growth for the category.”

Alongside the Mr Kipling competition, fellow Premier Foods brands Ambrosia and Angel Delight will bring back their Minions promotion for a second year running to build on its previous success through another text-to-win campaign. This year, the on-pack competition will run nationwide across all UK retailers offering similar prizes to Mr Kipling including Apple AirPods, Minions mugs and games, through the same text-to-win entry.

Ambrosia and Angel Delight launched a text-to-win campaign with Universal Products & Experiences exclusively in Sainsbury’s last year, which resulted in the retailer’s highest year-on-year growth across desserts since February 2021[2].

The Mr Kipling pack takeover and competition will be live in-store across all UK retailers from July until 10th September 2023, supported by Mr Kipling’s existing advertising campaign across TV and YouTube. The desserts campaign featuring Ambrosia and Angel Delight will be available from 1st August until 1st November 2023. Ambrosia is supporting the desserts category further with the popular Moley TV advert which will be returning from the start of August to coincide with the Minions on-pack promotion, as part of a significant media campaign.


[1] Kantar Worldpanel, 52 w/e 2nd October 2022

[2] Kantar Worldpanel, Sainsbury’s, Spend, Total Desserts, Net Change Actual, 4 w/e 25th December 2022