Wall's ice creams and lollies accounted for more than half of the top five ice cream chart for promotional offers last weekend, taking 53% of activity - 31 points ahead of closest rival Nestlé.

Unilever's extensive range under the Wall's brand ensured its continued dominance of the category in each retailer, with only Somerfield having no ice cream brands on featured space promotion.

Preferred mechanics for Wall's were x-for-y at Asda, half-price at Morrisons, save at Tesco and bogof at Sainsbury's.

Wall's has led the chart for the past three years, maintaining at least a 30-point advantage on its closest rival Nestle, with 55% of activity in 2007 and 52% so far in 2008.

Nestlé, however, has also maintained a steady share of space with 22% of the top five activity chart last weekend. Asda stuck with x-for-y, while Morrisons and Sainsbury's used bogof and Tesco used half-price and save.

Though its share in the year to date chart is six points down on 2007 at 19%, it has plenty of time to make up the ground over the summer months.

Mars secured third place last weekend with 14% of activity, with the save mechanic used in Asda and Tesco. In the year to date Mars sits just outside the top five at sixth, a drop of two places from its position at the end of 2007.

Del Monte's Smoothie ice lollies were on bogof in both Morrisons and Sainsbury's, giving the brand 6% of activity and earning it fourth place last weekend. Del Monte sits fifth in the year-to-date chart having accounted for 8% of activity so far - a move up of two places on 2007.

The two brands to share fifth last weekend were Unilever's Ben & Jerry's and Cadbury, with a 3% share apiece. Ben & Jerry's was available in Asda with save and Cadbury brands were offered in Tesco half price.

In the year to date, Ben & Jerry's sits at 7th, while Cadbury has made a good start in third place with 11%.

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