The campaign, which will run in Sainsbury's stores nationwide from mid-July until the end of September, offers a free bottle of Ernest & Julio Gallo Turning Leaf wine and five free DVD rentals from the Screenselect to every customer who registers with its free online DVD rental trial.
Packaging Media, who devised the Goodfella's on-pack promotion, previously brokered a football-themed promotion for Goodfella's Deeply Delicious pizza to coincide with the World Cup.
The company has also designed a patented tear-strip mechanism called Moreinside, which when opened reveals additional print space for promotional advertising.
Keran Turakhia, founder of Packaging Media, said: "It's been a fantastic coup to secure Ernest & Julio Gallo as a promotional partner for La Bottega.
"E&G is a highly prestigious brand and the fact that it has partnered with La Bottega and Screenselect is testimony to its belief in the power of packaging as a media vehicle."
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