Bisto frozen ready meals (FRM) is continuing its relationship with charity Help for Heroes following a successful on-pack promotion in 2016.

The second campaign in 12 months for the FRM range, which is worth £32million, is designed to drive sales across the range while raising valuable funds for the Charity for wounded, injured and sick Veterans and Serving personnel.

During the initial phase of activity with the Charity in May 2016, which generated 68,000 entries, Bisto FRM pledged a donation of £25,000 to Help for Heroes. Following this success, the range has once again committed a £25,000 minimum donation and is now set to launch phase two of the activity.

Running for 17 weeks from the beginning of March, the mechanic offers consumers the opportunity to buy four Bisto FRM promotion packs. Each of the packs will contain a unique code inside, which consumers can submit at to claim a free Bisto and Help for Heroes branded hot pan holder. For every successful entry Bisto FRM will donate 80p to Help for Heroes and will guarantee a minimum donation of £25,000 to the charity.

The promotion will roll out nationwide in major multiples on 20 Bisto FRM SKUs. Supported by a Help for Heroes flash on-pack, the mechanic is designed to reward consumer loyalty, engage with new shoppers and increase market penetration.

Alongside the campaign, the packs will feature a refreshed design.