Mars is making Sundays sweeter by bringing back its free cinema ticket promotion for the third consecutive year. 

m&msThis year, the limited edition campaign has been extended to include single packs as well as sharing pouches and ‘more to share’ bags, which Mars says will tap into the 8% year-on-year growth of ‘treat me’ bitesize single packs. 

The campaign is being supported by a £1.4m media spend. 

The redemption process has been simplified this year. For single packs, shoppers can check their unique pack code by text, with winners receiving a link for a QR code straight to their mobile. To win on bigger bags, shoppers need to buy four standard pouches or two more to share bags.  

“It’s now easier than ever to take part in Sweet Sundays,” said Tony Lorman, Mars retail excellence director. 

“The number of participating cinemas has increased by 10%, so 92% of the UK population now live within a 25-minute drive from a valid cinema.” 

Redemption rates for last year’s promotion rose 36% year on year.