The company is using Corn Flakes to give away a series of hit BBC shows.
Rolling out next week, packs will offer shoppers the chance to collect tokens from 11 million packs in a four-week campaign which is being backed by a £700,000 TV and press advertising spend.
In return for two tokens and a cash contribution, consumers will be able to pick from a series of DVDs, including a Match of the Day compilation featuring big match highlights from the 1960s, 70s and 80s and an episode from award-winning comedy The Office.
UK sales director Kevin Jones said: “We are always looking for market firsts to ensure we offer our consumers continued added value and our retailers with incremental sales opportunities.”
He estimated 80% of cereal shoppers would be exposed to the DVD marketing campaign.