20ten unites Batchelors and Pokémon for unique campaign


Creative agency, 20ten, has introduced Batchelors to the world’s biggest Entertainment Franchise, Pokémon.

The exciting creative partnership of two iconic brands sees an on-pack campaign roll out in stores nationwide until April 2022, and will be supported through in-store activation in grocery and convenience retailers.

Batchelors and Pokémon

Batchelors, the maker of products such as Super Noodles and Pasta ‘n’ Sauce, is positioning itself as the ultimate companion for hungry gamers. 

The campaign matches different Pokémon characters to the range of Batchelors product flavours.

The strategy devised by 20ten, also features a bespoke microsite, accessed by dedicated QR codes printed on pack. 

Customers will enjoy a different SKU with every Pokémon along with a chance to win exciting prizes. 

Supported with playful and engaging campaign assets, it will maximise awareness for both the Batchelors product range and the world of Pokémon.

Naomi Shooman, Brand Director for Quick Meals, Soups and Snacks at Premier Foods, said: “This is such a fun partnership, and this campaign platform offers huge appeal, with significant overlap between Pokémon’s community of fans and Batchelors consumers. 

“This promotion should build the Batchelors fanbase to encourage them to grab a pot or pack of Super Noodles or Pasta ‘n’ Sauce more often as they will now have a chance to win a wide range of prizes.”

James Long, Creative Director from 20ten said: “We thought it was about time customers levelled up their gaming and evolved their taste.

“Through this campaign, we were keen to showcase Pokémon’s highly visual language, so we selected dynamic character poses and bold shapes to drive visual impact. 

“Hundreds of millions of gamers play Pokémon games globally, this is a great way of building on the audience alignment in a brand-safe way.”

The campaign features a unique packaging strategy designed to drive collectability. Media amplification will run until April 2022 – including key influencer outreach, POS and off-shelf display. 

The promotion offers consumers the chance to win exciting prizes, such as Nintendo Switch consoles, Pokémon Legends: Arceus video game, plushies, figurines and cards from the Pokémon Trading Card Game.