Masterfoods is emphasising how suitable tear-top pouches of its Maltesers, Revels, M&M's and Galaxy Minstrels brands are for watching a film, by giving away free cinema tickets.

The 16-week promotion of two Cineworld tickets for the tops of eight special pouches is backed by a £830K TV campaign - the first time the company has supported an on-pack promotion on the small screen.

Ads aim to reel in consumers by showing how tear-tops are great to share and to encourage consumers to save their packs.

Andrea Taylor, trade relations manager, said: "The scheme marries the functional benefits of the format with the key sharing occasion of the cinema."