CPLG - Copyright Promotions Licensing Group

Burton's Foods today announced it is investing in an innovative marketing campaign with globally renowned World Wrestling Entertainment® (WWE) to publicise the legendary Wagon Wheels brand.

In a deal brokered by leading entertainment rights agency CPLG, which represents WWE in the UK, the partnership will reinforce Wagon Wheels' brand credentials amongst its core audience of ‘dads and lads' through an association with an entertainment brand that is on-trend and resonates with this group. 

Commenting on the deal, Alan Harrison, CPLG's Head of Promotions says: "In terms of consumer target, Wagon Wheels and WWE are a perfect fit. The opportunity for fans to engage with WWE in the ways offered by Wagon Wheels will be truly memorable for all parties concerned."

Running from April into the summer, the partnership will include an eye-catching on-pack promotion offering a range of prizes including:

• A once in a lifetime visit from a WWE Superstar to a child's school
• Tickets to the live WWE tour in November 2009
• Hundreds of sets of WWE ‘Top Trumps' cards

Fans of Top Trumps cards will also be keen to get their hands on six free limited edition cards that can be found inside Wagon Wheel multi-packs. Exclusive to Wagon Wheels, these cards will offer enthusiasts another opportunity to engage with the brand and add a further ‘must-have' factor to the product.

The mechanic for the promotion will be a free prize draw entry via a Wagon Wheels/WWE microsite.  The site includes on-line activity encouraging interaction with the brand and will prompt consumers to enter details of friends and families, initiating a viral email advertising the promotion. The partnership will be supported nationally with a regional interactive radio campaign which will run in May and June.

Wagon Wheels can be found in the chocolate biscuits bar market sector, which is worth £363million, with year on year growth of 2.2%.  Wagon Wheels have seen a massive growth of 20.4% in sales value and 10.6% in sales volume over the last year (ACNielsen, 52 weeks to WE 01.02.09). This promotional activity is set to boost sales even further.

Jaspal Chada, marketing director at Burton's Foods, said: "Wagon Wheels are loved by people of all generations, and the last year has seen particularly buoyant sales.  We want to capitalise on this consumer trend for nostalgia and build the retro brand with a contemporary campaign in 2009.

"Our aim is to encourage our loyal male consumers to convey the magic of Wagon Wheels to a younger audience to ensure continuity of the brand. WWE is enjoyed by dads and lads all over the country and we saw an opportunity to join forces and create an impactful and engaging promotional campaign."

Ross Walker, Director of International Consumer Products for WWE added: "We're delighted that our first major UK partnership is with an iconic and well known consumer brand like Wagon Wheels.

"This partnership marks the beginning of a more dedicated approach to harnessing the impact of FMCG brands and further commercialising WWE's live event and talent assets going forward."

The 36g WWE edition Wagon Wheels biscuits will be sold in individual units as well as the traditional six packs and will be available in all good supermarkets and at independent retailers across the country from mid-April 2009. 

The WWE / Wagon Wheels website will launch w/c 13 April and the first prize draw will take place on 5 June.

Additional information on World Wrestling Entertainment Inc (NYSE: WWE) can be found at wwe.com and corporate.wwe.com.

- ENDS -

For more information on Wagon Wheels, please contact:

 Dajinder Rana on 020 7908 6536 / drana@lexispr.com

• Charlotte Nye on 0207 908 6511  / cnye@lexispr.com

For more information on WWE, please contact:

Henry Jacob on 020 8834 1427 / henry.jacob@wwecorp.com

For more information on CPLG, please contact:

Camilla Leask on 07889 603425 / cleask@kilog.co.uk

Notes to editors:

About Burton's Foods

Burton's Foods formed following the combination of the Horizon Biscuit Company Ltd and Burton's Gold Medal Biscuits Ltd in October 2000. It is owned by Duke Street Capital.

The company is a leading branded and own label supplier of quality biscuits and snacks and is the number two-branded player and second largest biscuit supplier in the UK.

It owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers and Wagon Wheels, and bakes Cadbury's chocolate biscuits and Green & Black's under license.

With nearly 70 years of history, Wagon Wheels still remain a popular favourite of all generations in households across the UK and sits in the top ten of chocolate biscuit bar brands.  Launched in the 1940s, Wagon Wheels were named after the huge wheels on the American pioneers wagons and were invented at a time when stories of the Wild West enthralled young boys and girls alike.

About CPLG

CPLG is the leading European Entertainment and Sport licensing agency with offices in the UK, Benelux, France, Germany, Italy, Portugal and Spain and international agencies servicing the rest of the world. With over 34 years experience in the licensing industry, CPLG's often-imitated company structure provides each of its clients with dedicated licensing, marketing and industry professionals and a fully-integrated design, legal and accounting service.

www.cplg.com.

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