By Cole Watson

Loblaw Companies is collaborating with Marvel Entertainment to run a new superhero marketing campaign at its supermarkets across Canada.

Starting next month, customers can obtain a free pack of new Marvel trading cards with every $25 purchase they make in-store or online at several Loblaw-owned chains, including the company’s namesake Loblaws stores, as well as No Frills, Shoppers Drug Mart, The Real Canadian Superstore and Fortinos. The promotion will run until September 12 and will feature 90 collectible characters in total.

To further motivate shoppers to head to its supermarkets, Loblaw will also stock a wide range of Avengers and Spider-Man products, including toys, apparel, games, collectibles and home items. And retailers will run in-store events, including Marvel word-puzzle scavenger hunts, cosplay contests and a lottery for one customer to win an all-expense-paid trip to LA for the global premiere of the upcoming live-action feature film Captain America: Brave New World (for up to four people).

This article originally appeared on Kidscreen.