Micro-snacking brand Rustlers, is teaming up with Warner Bros Pictures and Legendary Entertainment for the upcoming release of Godzilla: King of the Monsters, which is in cinemas from May 29.

As part of a wider strategy to generate increased demand for its key products, the partnership includes an online competition on Rustlers successful media channels, giving consumers the chance to win a trip to New York, as well as runner-up prizes, including headphones, speakers, cinema tickets and Spotify subscriptions.

The campaign runs throughout May until mid-June and will be backed by extensive consumer media support.

“Aligning with what’s anticipated to be one of the most action-packed movies of the year, and offering a range of highly desirable prizes, will not only engage Rustlers fans, it will also attract new consumers to the Rustlers Quarter Pounder, the product within micro-snacking, with 15 sold every minute,” said Monisha Singh, shopper marketing manager at Kepak Consumer Foods.

“Not only are we boosting brand awareness, we’re giving retailers a major opportunity to generate sales uplift from the chiller by tapping into younger consumers’ love of the big screen and their strong connection to social media and the digital environment.”

Campaign specific POS kits will be available, enabling retailers to maximise sales opportunities surrounding the partnership.