Mars Chocolate has launched its Sweet Sundays drive for the fifth year running, alongside a £21.5m media investment in Maltesers and M&M’s.
The promotion, which offers consumers the chance to collect free cinema tickets on a Sunday, will stretch across the Mars bitesize range. Lines featuring the offer include Maltesers, Galaxy Minstrels, Galaxy Counters, M&M’s Peanut, M&M’s Chocolate, M&M’s Crispy, Revels and Milky Way Magic Stars.
To collect free tickets, consumers must buy six promotional Mars Bitesize pouches or three Mars Bitesize More to Share pouches, and then register a code online. Promotional pouches are available now, and tickets will be valid until 6 November.
Alongside the push, Mars is investing £13m in TV advertising for Maltesers, keeping the brand on air for the rest of the year. M&M’s will see an £8.5m spend, which will put the brand on the small screen every other week for 26 weeks.
“Sweet Sundays has been proven to drive bitesize category growth, increasing incremental value by 13% last year,” said Bep Dhaliwal, trade communications manager at Mars Chocolate.
“Returning bigger and better than ever, we’re confident the promotion will continue to increase in popularity.”
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