Hovis has teamed up with Universal Pictures for an on-pack promotion to support the release of Despicable Me 3 in UK cinemas on 30 June.

The on-pack promotion, which will last for 12 weeks and feature across its Best of Both and Soft White ranges, offers shoppers the chance to win a family holiday to New York, as well as one of 10,000 Despicable Me 3 magnet sets.

Hovis has launched a a nationwide sampling roadshow, visiting a new shopping centre every week in locations such as Manchester, Glasgow and Milton Keynes. They will be giving away free Hovis 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.

The bakery brand previously worked with DreamWorks Animation’s to support the release of Trolls into UK cinemas in October 2016.