Mars UK has stepped up its promotional activity in the build-up to Hallowe'en to take first place in the top five branded activity chart last weekend with a 25% share of space.

Its snack size and mini packs were on offer in all five retailers mostly on 'x for y' (96%), while the remainder on 'extra free' and 'half price'.

In second place in the chart only two percentage points behind, was the overall leader of the frozen category, Birds Eye, with 23% of featured space. Promotions were available in four of the five retailers, with only Somerfield abstaining.

Birds Eye's preferred mechanic was 'save', which was used on 76% of offers, while 'x for y' was used for the remainder.

Walkers whisked its way into third place, just one percentage point ahead of the two brands that shared fourth place.

With a little more variety on its offers, Walkers utilised 'x for y' as its primary promotional mechanic alongside 'bogof', 'save' and, for its new Walkers Sunbites range, a 'special purchase' price.

In shared fourth place, Cadbury and Heinz were neck and neck with 17% of the top five branded activity chart each.

Like Mars, Cadbury's promotional offerings included treat size, mini treats, selection boxes and tins on its range of confectionery, with the smaller varieties being ideal for Halloween (as well as the chance for consumers to start stocking up for Christmas).

Cadbury used four promotional mechanics, 56% 'x for y', 30% 'save', 14% bogof and the same percentage of 'extra free'.

While Heinz shares fourth place in the top five branded chart for last weekend with 17%, it is worth mentioning that the brand leads the top five grocery chart (not shown here) with an impressive 43% of promotional space, 28 percentage points ahead of second place.

Offers were captured across all five retailers, again with 'x for y' preferred overall.