Paddington 2


To create a major partner campaign for the launch of Paddington 2 in November 2017. Studiocanal were looking to raise the bar for promotions and create a market first, delivering significant support and presence.


Premier persuaded Marks & Spencer to adopt Paddington for their Christmas 2017 campaign in one of the biggest-ever UK partnerships. This included creating exclusive Paddington products in store, Paddington Christmas windows and a completely bespoke Paddington Christmas TV ad and story. M&S also produced a read-along illiustrated book of the Chrismtas advertisement, which was sold in aid of the NSPCC.

The Paddington M&S campaign was hugely successful – with M&S resoundingly ‘winning’ Christmas 2017. The Paddington book sold-out within 2 weeks raising £400,000 for the NSPCC asnd the PaddingtonToys sold out withint 10 days.

The campaign had an organic reach of 24 million on social media with 9 million views of the ad on Youtube. Paddington 2 took over £42million at the UK box office.