Hovis and Universal Pictures have partnered to create an on-pack promotion across 48 million packs with ATL and BTL support.

The promotion will feature across the Best of Both and Soft White range with branded POS in-store and social posts. It will offer consumers the chance to win an incredible family holiday to New York, as well as the chance to win one of 10,000 Despicable Me 3 magnet sets.

Hovis will also embark on a nationwide sampling roadshow, visiting a new shopping centre every week (Lakeside Essex, Arndale Manchester, Metrocentre Gateshead, Merry Hill West Midlands, Intu Watford, Braehead Glasgow, Intu Milton Keynes and Victoria Centre Nottingham).

Teams will be giving away free Soft White and Best of Both loaves, sandwiches and money off coupons, as well as offering consumers the chance to win Despicable Me 3 themed prizes.

Despicable Me 3 arrives in cinemas nationwide on June 30, 2017.