The Grocer has joined forces with Bitesize Pouch to offer one lucky retailer the chance to win a hi-tech home cinema package, worth up to £1,500, to celebrate the launch of Bitesize Pouch Cinema Collector Scheme - a new 16-week on-pack promotion. Twenty runners-up will receive a case of promotional Bitesize Pouch.

The new marketing initiative gives consumers an opportunity to claim pairs of cinema tickets in return for every eight tear-off strips from seven of the participating 180g pouches, including Heros, Revels, Maltesers, Galaxy Minstrels and M&M's Peanut.

Designed to encourage Bitesize Pouch multibuy behaviour, the Cinema Collector Scheme combines the functional benefits of the format with the key sharing occasion of the cinema. The company says that Masterfoods' multibuys are particularly lucrative for Pouch formats, delivering on average a 290% sales uplift for retailers. This year Masterfoods is supporting its total Bitesize Pouch range with a £4.2m marketing spend, which will include an £830,000 TV campaign emphasising the Pouch format as perfect for sharing at the cinema.

Masterfoods is encouraging retailers to stock up with pouches as TV support kicks off this week. Stores are advised to regularly refill displays throughout the promotion with all Bitesize Pouch flavours to maximise the benefits of the Cinema Collector Scheme and drive loyalty among consumers. For your chance to win, fill in the coupon on the opposite page.