The rice brand has signed a deal with Cineworld offering a free ticket with every pack. Marketing support for the promotion will include TV, radio, press, digital and in-store point of sale.
Tilda's decision to create a cinema-related promotion bucks the current trend among food brands to create promotions around either cash or . However in these difficult times cinema is proving to be a winner with consumers.
Figures released by the Film Distributors Association UK in March show admissions rose 1.1% to 164.2m in 2008 with box office takings rising 3.7%.
This is not the first time the rice brand has rolled out a film-related promotional campaign.
Tilda brand manager Dilip Srinivasan said: "In the current tough economic climate successful brands have to constantly add genuine value to consumers. A night out at the cinema is an appealing way to target shoppers."
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