Aardman Animations has partnered with BBC One, bread maker Kingsmill and bakeware specialist Pyrex to promote the launch of the plasticine duo Wallace & Gromit’s new TV special A Matter of Loaf and Death, which will be broadcast on BBC1 over the holidays.

Aardman and Kingsmill are launching a six-week, instant-win Christmas campaign – ‘Win a Prize of a ‘Loaf’ Time’ – at the start of December on 29 million packs of bread within the Kingsmill range.

Consumers can enter at www.kingsmillbread.com/wallaceandgromit. Prizes up for grabs include home entertainment systems and family VIP trips to the Wallace and Gromit experience at the London Science Museum to tickets for VIP screenings of the new film, plus DVDs, calendars and signed prints.

In a further tie-in, Wallace and Gromit are being featured in a new Pyrex promotion that offers collectibles with selected non-stick bakeware items at Asda Living and Superstores and independent retailers in the UK.