Kraft Foods is gearing up for easter by investing up to £1m in a promotional link-up between Dairylea Lunchables and Cartoon Network.

The promotion will be supported with a multi-media campaign, including terrestrial and satellite TV advertising, sponsorship, and web activity.

Beginning as an on-pack promotion on March 10, Dairylea Lunchables Funpacks will contain one of six collectable Stack-A-Toon tellys, featuring a popular Cartoon Network character. The on-pack promotion is part of a Stack-A-Toon special weekend created by Cartoon Network.

Trade relations manager at Kraft Foods Easton Millar said: “The terrestrial TV campaign alone is guaranteed to reach 5.8m kids, we are confident that this promotion will really drive awareness of Dairylea Lunchables even further.”