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Kraft Foods has linked its Dairylea Lunchables brand with cinema

chain UCI in an on-pack push offering free cinema tickets.

The link-up is aimed at driving sales within the Lunchables' target

market of mothers and six-12 year-olds. It allows consumers free entry

to any film at UCI cinemas if they present six proofs of purchase from

any combination of variants from the Lunchables range.

Three tokens will feature on the Funpacks variant, and two on regular

packs.

The push, through Billington Cartmell, runs across major grocery

accounts until November. The cinematic theme follows on the heels of the

brand's Jurassic Park promotion, which ran last month.

Kraft Foods has also launched a campaign to "find the new face of Angel

Delight". The programme, again devised by Billington Cartmell, invites

parents to enter their children in a national competition, the winner of

which will appear on selected packs of the instant-mix dessert brand

next year.

The competition is being supported with roadshows touring supermarkets,

shopping centres and theme parks, offering consumers the chance to enter

the competition and samples. A teaser campaign runs across selected

women's monthlies and up to 4 million milk bottle labels are being used

in a range of TV regions to promote the push.