Mars is set to launch its biggest Bitesize promotion to date this Summer.

A third party partnership with Blockbuster will see over a million DVD rentals redeemed by consumers as part of the Mars ‘Bag a Free Film’ promotion. The on-pack offer will run across the nine top performing Mars Bitesize brands from July to December 2010.

Choosing from any of the 22 product SKUs, consumers will be able to buy one large pouch, two standard pouches or three single packs to redeem one free film rental.

A bespoke consumer microsite (www.bagabignightin.co.uk) has been launched to allow customers to redeem a choice of DVD rentals at any of Blockbusters’ 600 nationwide stores or via its online home delivery service.
The promotion will be supported with a £5 million ATL spend featuring a new TV ad running over eight weeks, TV press ads and a partnership with the Daily Mail.

Bep Sandhu, Mars trade relations manager, says: “The ‘Bag a Free Film’ offer gives a huge range of choice to film lovers who enjoy in-home entertainment, whether they like to browse the aisles for the latest releases or prefer to rent films online.

“This hugely motivating promotion will be highly accessible to consumers and will help drive rate of sale harder than ever before.”