UK-based kids’ porridge brand Ready Brek and property owner Walker Books are teaming up for a promo based on popular book-turned-turned family film, We’re Going on a Bear Hunt.

The promo launches at UK retailers on May 27 and will include a free bear hunt guide inspired by the film on more than 1.8 million packs. The guides will include artwork from the film, suggested games and activities and three different collectible recipes.

The promo is being accompanied by a social media campaign aimed at reaching three million consumers and includes product giveaways. Specially marked packs will be available at Tesco, Asda, Sainsbury’s, Morrisons, Waitrose and Coop. We’re Going on a Bearhunt’s licensing program took off earlier this year with Aurora taking the plush products license.

The Lupus Films and Walker Productions’ animated feature is based on the classic children’s book by Michael Rosen and Helen Oxenbury. The 25-minute film premiered on UK-based Channel 4 over the 2016 holiday season, garnering more than eight million viewers. Since then Amazon Prime Video has picked up the exclusive streaming rights and a number of international broadcasters, including France’s Canal+ and ABC Australia have licensed it.