Renee's Bundles Tangy Thai Sauce with Maple Leaf Fully Cooked Meat Strips

I purchased a pack of Maple Leaf Fully Cooked Grilled Sirloin Steak Strips last week and when I got home and started to cook them, I noticed a mini-packet of Renee's Tangy Thai Sauce floating around inside the packaging. Great way for Renee's to get people sampling their new sauces by bundling them with another food product that adds value to their proposition, yet just like the examples of 'ingredient branding partnerships', where we see a product leverage another product in it's ingredients to complete itself, this product-bundle provides exposure for one brand (Renee's) and helps the other brand increase sales (Maple Leaf). Having said that, I wonder if the program actually increasing sales for MapleLeaf?