Tesco is launching an ad campaign for its venture brand Llama’s snacks range this weekend in conjunction with The Sun newspaper.

The marketing tie-up will offer a free pack of Llama’s snacks to every reader of the tabloid this Saturday and will also see the snacks range feature in a weekly column and other outdoor media space.

Tesco launched the Llama’s range in March to “shake up the savoury snack aisle” with its South American llama character who is “big on taste and low on patience”.

Other examples of Tesco’s venture brand strategy include Parioli Italian food, feminine care brand Halo and ice cream range Chokablok, which also extended into chocolate this year.