TWO-FOR-ONE: Pot Noodle exploits humour in Dumb and Dumberer link

Unilever Bestfoods is levering film Dumb and Dumberer: When Harry Met Lloyd, the prequel to 1994 comedy Dumb and Dumber, in its latest Pot Noodle promotion.

The deal, through Lime Communications, sees branded leaflets offering customers the chance to get their hands on two-for-one cinema tickets for the film when they buy two Pot Noodles. It is running in Tesco stores throughout June and will be flagged up on shelf barkers and wobblers.

Lime co-ordinated the promotion on behalf of film distributor Entertainment Film Distributors (EFD) and sought out like-minded brands.

"We wanted to tie the film with a strong national brand that had a good sense of humour in keeping with the film's theme," said Caroline Campbell, account manager at Lime. "Pot Noodle is the perfect partner for us."

The snack brand is renowned for its irreverent, whacky promotions and advertising, but had its knuckles rapped recently by the Advertising Standards Authority after attracting 288 complaints for a print campaign. Consumers objected to strapline "The slag of all snacks".

Dumb and Dumber brought in $246 million (£150 million) globally. When Harry Met Lloyd is set in the goofy heroes' high school years.