McCain is cementing its association with movie nights in through a new sponsorship with Film4. Running for the next 12 months from this weekend, McCain Wedges will feature in Film4 idents before and after the 9pm film.

The ads portrayed the life of an average family from the point of view of the Wedges looking through the oven door, and were designed to boost awareness of Wedges' suitability for sharing, said McCain.

The activity follows McCain Wedges' partnership with LoveFilm and Sky Movies Comedy, also running this year.