Unilever is ploughing £3.5m into promoting its Persil and Comfort laundry brands in the run-up to Christmas and linking up with Madagascar – Escape 2 Africa, a kids’ movie that hits cinemas in December.

Hand puppets of the characters from the film will be up for grabs from the end of this month on special packs of Persil Small & Mighty liquid, Persil 48 tablets and Comfort Pure. This will be followed by free children’s tickets to participating wildlife centres, aquariums and zoos on Persil powders and capsules during November.

The promotions will be supported by TV and press advertising as well as online and PoS activity from the end of this month. The company said it expected the Go Wild with Persil, Comfort & Madagascar campaign to be as successful as last year’s Mr Men promotion, which it said had resulted in £6.8m worth of sales during the eight-week run.