To raise the profile of the Believe campaign among independent retailers, Masterfoods created a promotion with P&H. For every six outers of Mars Believe the retailer bought through the delivered wholesaler, they received a free dump bin and entry into a prize draw for the chance to win a widescreen TV.

One winner, Chris Shelley of Shelley's News in Horsham, said: "It was an obvious thing for us to link up with Mars when they ran the Believe campaign. It went extremely well and all of the promotional material such as the dump bin, bunting and point of sale really helped."

Wilf Slee, confectionery trading manager for P&H, said: "We were delighted with the success of this promotion; not only the number of retailers who took part in this initiative, but also the incremental sales created in store."

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