Doritos is marking its partnership with upcoming film A Minecraft Movie with two limited-edition varieties and an on-pack promotion.

The collaboration sees the launch of The Creeper Vinegar and The Ghast BBQ varieties in 180g formats, inspired by characters from the film.

Additionally, the promotion runs across these two flavours as well as Chilli Heatwave, Cool Original and Tangy Cheese, in 180g, 140g and 70g price-marked packs (PMP) from 17 February until 13 April.

Shoppers can scan QR codes on promotional backs, enter their code from their pack and be in with a chance of winning up to £10,000 if they uncover a digital square Doritos chip. Other prizes include A Minecraft Movie tickets and merchandise.

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Alex Nicholas, senior marketing manager at Doritos, said: “This collaboration between Doritos and A Minecraft Movie gives us the opportunity to generate a buzz and growth for the category by being part of one of the biggest cultural entertainment moments of this year.

“Also tapping into growing flavour trends with the new flavour launches, this will support retailers in maximising sales and is set to drive appeal with a wide range of shoppers. Our ‘Shape of Things to Come’ advertising campaign has already got shoppers talking, so we know that the digital on-pack promotion and the iconic limited edition pack designs of our new flavours will delight both A Minecraft Movie and Doritos fans alike.”

The partnership is being supported with a multimillion-pound campaign across digital, social media and TV.

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