Heineken is predicting a Halloween sales increase of 3.5% on last year and has urged licensees to participate in its Strongbow ‘Saint or Sinner?’ campaign.

The activity will see promotional kits distributed to selected outlets containing a variety of point-of-sale items.

‘Saint or Sinner?’ will also see over three million promotional scratchcards in circulation.

The company said: “Predictions for 2014 Halloween sales show an expected increase of 3.5% , making it the third most important event in the UK calendar. Heineken is urging licensees to make the most of the opportunity.”

Andrew Turner, on-trade category and trade marketing director, added: “We know that our trade partners are looking for ways to make the most of Halloween and this new campaign not only creates value for the trade but offers a fun and rewarding promotion for our consumers.

The ‘Saint or Sinner?’ activity will run until the 6 November.