Adams Foods is rolling out a Smurf on-pack promotion on its Mu Cheddar to celebrate its tie-up with Sony’s The Smurfs 2 movie.

Packaging hit stores this week ahead of the movie’s launch on 31 July. Adams hopes the promotion - and a £2 price point across all Mu Cheddar blocks - will win over new shoppers.

The promotion will offer the chance to win one of four Smurf toys daily for 85 days. Support will include a microsite, press ads, PoS and PR.