Kingsmill is to partner Aardman Animations, which produced the bakery-themed Wallace & Gromit film - A Matter of Loaf and Death - to mark its release onto DVD.

The brand will be offering an on-pack token collect promotion, which will be available from 23 March across its Kingsmill Great Everyday, Love to Toast and Crusts Away sub-brands, as well as Kingsmill Tasty Wholemeal, 50/50 and Soft White Rolls and Kingsmill Love to Toast Crumpets, Muffins and Pancakes.

The Easter promotion will run across 60 million packs and offers consumers the chance to win a range of branded collectables, such as a limited-edition Kingsmill turbo-matic toast rack.

“Following a successful partnership with Wallace & Gromit at Christmas we are making the Easter activity bigger and better to extend consumer exposure,” said Kingsmill marketing controller Michael Harris.