Coca-Cola Enterprises Ltd (CCE) and Old El Paso are launching a link deal in Sainsbury’s stores this November to drive shopper trial.

The promotion will offer Sainsbury’s customers the opportunity to buy a 1.25 litre bottle of Coca-Cola, diet Coke or Coca-Cola Zero and an Old El Paso Fajita Dinner Kit including BBQ, Roasted Tomato and Pepper, or Crispy Chicken for £3.

The offer will be highly visible in-store and supported with cross-category merchandising displays, POS at entrance gates, online, aisle fins and coupons at till point. CCE and Old El Paso are also placing ads in national press to help drive awareness of the offer in-store.

Selena Taylor, trade communications manager at CCE, says: “MyCoke and Old El Paso have similar attributes around sharing social occasions at home with friends and family. We expect our link deal with Old El Paso will prove popular with shoppers, increasing basket spend by buying both brands for their evening meal.”