Tilda, the Basmati rice brand, has launched a free cinema ticket promotion.

The on-pack promotion offers consumers a free ticket to any film at Cineworld and selected independents, running across Tilda Basmati sacks.

Lena Sagar, brand manager at Tilda, says: “Tilda buyers are loyal consumers and we like to reward this brand loyalty by adding extra value to our products. Last year we saw significant and enthusiastic consumer uptake and feedback, so due to the popularity of the campaign we have decided to run it again this year.”

Promotional packs are available in Tesco, Sainsbury’s, Asda and Morrison’s as well as selected independent stores. The promotion is supported by an advertising campaign on ethnic media channels and PR.