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Following our story on Oreo’s partnership with the upcoming Minecraft movie, Doritos has announced it is turning its iconic triangular shape chip square too - well, at least digitally.

The collaboration will get shoppers ready for the film landing in cinemas on 4 April, with activity including a huge digital on-pack promotion and the launch of two new flavour innovations.

Shoppers can enter the digital on pack promotion on A Minecraft Movie promotional packs spanning the Doritos core range. The promotion will offer shoppers the chance to win up to £10k if they uncover a digital square Doritos chip when they scan a QR code. Other prizes, which will be released every hour between 6am and midnight, include cinema tickets and merchandise.

The collaboration will also see two new flavours launch - The Creeper Vinegar and The Ghast BBQ. The new A Minecraft Movie-inspired flavours, which are reminiscent of key characters, come at a time when barbecue is seeing a bigger growth momentum than any other flavour

Marking its partnership with the new flavours, the brand is supporting retailers in attracting gaming fans to the brand and driving trial of products that will transition into permanent offerings post movie launch. The bold flavours will be available in custom 180g movie-themed packaging.

Alex Nicholas, senior marketing manager at Doritos, comments: “This collaboration gives us the opportunity to generate a buzz and growth for the category by being part of one of the biggest cultural entertainment moments of this year.

“Also tapping into growing flavour trends with the new flavour launches, this will support retailers in maximising sales and is set to drive appeal with a wide range of shoppers.”

The activity will be supported by a multi-million-pound media campaign, including digital, social, PR, in addition to an all new TVC.