United Biscuits is capitalizing on this summer’s FIFA World Cup with a promotional campaign for McCoy’s crisps with a chance to win one of 10 football trips to destinations around the world.

The “Are You a Real FAN?” instant win and prize draw campaign will run across 125 million packs, including two new limited edition flavours, Sausage Striker and Chicken Winger, from mid-April to the end of August, supported with in-store point of sale.

Consumers can enter online or via text to win one of 10 football trips to venues such as Brazil, Argentina, South Africa, Spain and Holland. The prize includes flights, accommodation, entry and tickets to a domestic football match, plus spending money.

The campaign has been devised by UB’s integrated agency Billington Cartmell.

In addition there will be ‘Football Survival Kits’ to be won instantly every 90 minutes. The prize includes an inflatable chair, horn, can cooler sleeve and a McCoy’s snack bowl.

Billington Cartmell’s senior account manager Kim Roberts says: “This campaign is about football fans, not just England fans, and is a bold rallying call for every football supporter to show passion and loyalty throughout the World Cup. It’s about the real fans who are aware of World Cup history and, of course, it perfectly encapsulates the McCoy’s brand positioning.”

‘Are You A Real FAN?’ will also coincide with a pub TV campaign featuring the ‘Only Real Men Deserve McCoy’s’ advertising, and will be further reinforced by McCoy’s talkSPORT radio sponsorship, which positions the brand as the official crisp partner of talkSPORT’S coverage of the 2010 FIFA World Cup.