Glenisk

A movie release gives a brand something a standalone competition can't manufacture on its own: an audience that's already excited before the campaign starts. Glenisk wanted to use that excitement to promote its organic kids yogurt range, but a partnership only pays off if it's activated properly. The brief was to turn a Disney Pixar tie-in into a promotion families would actually notice on shelf, engage with online, and remember afterwards, not just a licensed logo on a pack.

Choosing Disney Pixar's Elemental as the partner

Brandfire secured a partnership with Disney Pixar's Elemental, a family film whose audience overlaps closely with Glenisk's own core buyers: parents shopping for kids' food. That overlap is what made the tie-in worth pursuing over a Glenisk-only competition. Elemental brought a level of pre-existing excitement and shelf appeal a standalone giveaway would have had to build from scratch, and Glenisk's organic positioning gave the partnership a credible fit rather than a licensing exercise bolted onto an unrelated product.

On-pack mechanics and in-store displays that meet shoppers where they already are

The promotion's entry route lived directly on the pack. Glenisk's kids yogurt range carried Elemental-themed packaging with a clear contest call-to-action, so a parent picking the product off the shelf saw the offer at the moment of purchase, not on a separate leaflet they'd have to seek out. Retail fixtures added a second layer, using film imagery and contest details to catch shoppers who hadn't yet decided on Glenisk. Between the two, the campaign didn't rely on anyone knowing about the promotion before they reached the shelf.

Extending the campaign online

Packaging and in-store displays drive purchase-moment awareness, but they don't reach anyone browsing at home. Brandfire built digital engagement around the partnership through Glenisk's website and social channels, including quizzes and other interactive content tied to Elemental. That gave the promotion a second life between store visits, something existing fans could share with other parents rather than just see once at the shelf.

An experiential screening event as the campaign's centrepiece

Most on-pack promotions end when a winner is picked and a prize is posted out. Glenisk went further, hosting a sneak preview screening with family activities including face painting and giveaways, alongside a grand prize of an all-expenses-paid family trip to New York. Building the campaign toward a shared event rather than a transaction was deliberate: families who attend an experience together and talk about it afterwards form a different, more durable brand association than the ones who simply redeem a code and move on.

Frequently Asked Questions

What was the Glenisk and Disney Pixar partnership campaign?

It was a multi-channel sales promotion for Glenisk's organic kids yogurt range built around Disney Pixar's Elemental. The campaign combined themed packs, in-store displays, digital content, a family screening event and an all-expenses-paid family trip to New York.

Why combine a film partnership with on-pack, retail and experiential activity?

The film supplied an existing source of family interest, while the pack and retail displays brought that attention to the point of purchase. Digital activity sustained engagement between store visits, and the screening turned the campaign into a shared family experience rather than only a prize transaction.

What did the campaign deliver for Glenisk?

It activated the partnership across on-pack, in-store, digital and experiential channels, generated strong engagement with the target family audience and gave Glenisk high-impact visibility around a major Disney Pixar release. The screening created a memorable brand association beyond the product purchase.

Could this partnership model suit another family or FMCG brand?

Yes, where the entertainment property, audience and product have a credible fit. The partner should strengthen the reason to notice and buy the product, while the campaign mechanic and prize need to feel natural to both brands rather than added only for reach.

What is involved in delivering a comparable partnership campaign?

Delivery requires partner and creative approvals, promotional packaging, a clear entry route, retail display coordination, digital campaign assets, prize sourcing and fulfilment, and event operations where an experience is included. Each channel must use consistent campaign terms and customer communications.

How should a multi-channel partnership be evaluated?

Use channel-specific measures such as qualifying entries, digital engagement, retail activation and event participation, then assess them against the campaign's sales and brand-engagement objectives. This separates the contribution of the pack, digital content and experience instead of treating the campaign as one undifferentiated result.