Dairylea has launched a new on-pack promotion giving consumers the chance to win unlimited Vue 3D cinema passes for the whole family.

There are 13 annual family passes to be won, one per week, with additional Vue cinema family tickets being given away every day.

Running until 29 March, the promotion features on Dairylea Dunkers multipacks, Dairylea Stripcheese and Lunchables products with limited edition moo-vie inspired packaging designs.

It will be supported with digital and in-store activation.

Senior brand manager Philip Warfield said, “We are excited to be offering shoppers added value with this promotion, and to focus on the family aspect of the brand with the great prizes to be won thanks to Vue Cinemas.”