Warburtons has launched a new on-pack cinema promotion in line with its Warbeartons campaign.

The family bakery brand has invested £2.5m in the promotion, which offers a child’s Cineworld ticket to see the Paddington movie with any two packs of the Warburton’s Half & Half range.

Megan Harrison, brand & portfolio director at Warburtons, said: “This is a fantastic campaign that capitalises on the long-term growth of the Half & Half sector. It is a high value ‘everybody wins’ giveaway that will drive excitement in bakery aisles across the country.”

Warburtons marked the launch of its partnership with Paddington earlier this year with a new Warbeartons logo and Paddington Bear featuring on over 6m Warburtons Half & Half products.

Warburton’s said: “The partnership between Paddington and Warburtons is a natural collaboration between two British household names and ties in perfectly to Warburtons mum-friendly Half & Half range.”