Bazooka brings a sweet touch for Brentford FC fans
CONFECTIONERY brand Bazooka Candy Brands has rolled out a major new partnership with Premier League football club Brentford FC, complete with an on-pack giveaway.
Designed to drive up confectionery sales and help convenience retailers to engage further with shoppers, the new ‘Sweet Seats’ collaboration will give consumers the chance to bag a premium ‘VIP Brentford FC Away Experience’ with Bazooka.
This includes hospitality box seats to see Manchester City v Brentford FC on 9 May at the Etihad Stadium, plus an overnight stay in a four-star hotel in Manchester ahead of the match. The competition has been designed to drive repeat purchases from the Bazooka range and support retailers in the process through the sponsorship to deliver a high-impact sales activation across stores.
Running throughout February and into March, consumers can enter the competition by visiting the brand’s new website here, where weekly winners will be drawn throughout the promotional period.
Convenience store operators have been encouraged to stock up on the full range of products from Bazooka Candy to encourage shopper engagement with the brand and drive up incremental sales in the process.
The Sweet Seats promotion is supported by a fully integrated marketing campaign, including OOH advertising, social media, digital content, a custom-branded CGI video and eye-catching POS materials for retailers to utilise across their store.
This also marks the first consumer-facing activation of Bazooka Candy Brands’ Brentford FC partnership in 2026. The campaign will form a wider programme of consumers and trade activity running throughout the year.
A spokesperson for Bazooka Candy said: “As the home of edible entertainment, Bazooka Candy Brands offers an exciting collection of brands and products that shoppers love. From Bazooka Splashz to Push Pops, Bazooka Candy Brands delivers sweet treats for every occasion.”
