Arla is already hailing the success of its Cravendale tie-up with the Muppets less than three weeks after the campaign’s launch.

A key element of the push, launched on 6 February, is the giveaway of 250,000 Kermit backpacks when shoppers enter 20 codes into the Cravendale website. Each two-litre bottle of Cravendale contains one code.

By Monday this week, more than 30,000 people had registered online to receive a backpack, with 154,000 codes entered, 50,000 of which were within the first week of the promotion’s launch. Almost 800 backpacks have already been claimed.

Arla was delighted with the response the promotion had received, said Cravendale brand manager, Sam Dolan.

“In the past week alone, we’ve seen 5% of all codes in the marketplace entered on to our site.” The campaign - which was timed to coincide with the launch of the new Muppets movie on 10 February - will run for another five weeks.

The Cravendale TV ad, featuring Kermit and Pepe the King Prawn, had also received 137,683 views on YouTube as The Grocer went to press.