Kerry Foods has launched a new on-pack promotion across its Cheesestrings and Yollies brands, backed by a £5m marketing campaign across TV, cinema and online.

The promotion offers consumers the opportunity to win a weekend of adventure at the PGL activity centres located across the UK. There are 60 weekends available, offering consumers the chance to win one every day for 60 days. Collectable ‘Bonkers’ sticker badges, each with an exclusive adventure challenge, will also feature in special packs.

Alison Lees, kids dairy snacks marketing manager, said: “Our successful TV campaign, which has already captured the imagination of our target audience with 48 million people in the UK having already viewed it at least once, will feature a new tag to support the on-pack promotion for 7 weeks across TV and VOD from 21 February.”

Designed to encourage children to become more adventurous through active play, the Brave Bones Club website enables families to sign up and complete a series of challenges to earn virtual badges to celebrate their achievements.