UK’s leading potato producer partners with children’s superhero for on-pack promotion offering themed prizes
Albert Bartlett has joined forces with children’s brand Supertato to launch a new on-pack promotion set for nationwide roll-out.
Supertato, a children’s superhero character featured in books and TV shows, will feature on Albert Bartlett Red Rooter and Butter Gold potato packaging across major UK retailers from 3 August to 4 October.
A scannable QR code on each pack will offer shoppers the chance to win a range of Supertato-branded prizes, such as a Supertato book collection and Supertato plush.
The campaign hopes to inspire younger generations to enjoy fresh, versatile food as part of everyday meals. It aligns with the National Year of Reading 2026, which aims to encourage people of all ages to read for pleasure.
Published by Simon & Schuster Children’s Books, the Supertato picture books by Sue Hendra and Paul Linnet have sold over 1.85 million copies, and a CBBC animated Supertato TV series is curently in its fourth season.
Thomas McInally, senior brand manager at Albert Bartlett, said: “Partnering with Supertato and Simon & Schuster is a natural and fun way to create a promotion that brings together great food and great storytelling to engage families across the UK.”
The promotion will be supported by a coordinated communications campaign ensuring strong reach and awareness across the UK.
Sue Hendra, co-creator of Supertato, said: “I’m excited that our little spud will popping up in homes across the UK in a whole new way. Many thanks to Albert Bartlett potatoes for giving Supertato this great opportunity. I’m sure they’ll fly off the shelves!”
