Mars Chocolate UK is bringing back its Sweet Sundays promotion, which offers consumers the chance to get free cinema tickets on a Sunday, for the fifth year running.

Sweet Sundays is intended to capture consumer attention with a bold new pack design which will feature across a number of Mars Chocolate’s bite-size products, including Maltesers, Galaxy Minstrels, Galaxy Counters, M&M’s Peanut, M&M’s Chocolate, M&M’s Crispy, Revels, And Milky Way Magic Stars.

A media investment of £13m will see Maltesers on air continuously for the remainder of this year, while M&M’s are backed by £8.5m media spend and will be on air every other week for a total of 26 weeks this year, driving an increase in brand presence on TV.

Bep Dhaliwal, trade communications manager at Mars Chocolate UK, said: “With both in front of the TV occasions and UK cinema takings on the rise, it’s clear that sharing occasions continue to play a key role in driving consumption, and we recognise that there is scope for category leaders like Mars Chocolate to do more in this space.

“Sweet Sundays has been proven to drive Bitesize category growth, increasing incremental value of the Bitesize category by 13% last year. Returning bigger and better than ever, we’re confident the promotion will continue to increase in popularity with consumers so retailers are advised to maximise the opportunity for increased awareness in store, using our new range of POS solutions to capture their attention.”

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