Esso is launching a collectibles promotion featuring six exclusive LEGO vehicles.

Throughout July and August 2011, for every spend of £20/€25 or above on fuel, customers can obtain their choice of toy for just £1.50/€1.75 and build up a collection that comprises of a police dinghy, police quad, aircraft, jet ski, fire engine or police helicopter.

Martin O’Dwyer, Esso’s UK & Ireland programme co-ordinator, says: “We are always looking at ways to reward our customers for their loyalty, and we believe this LEGO promotion will prove to be extremely popular with parents and kids alike. Drivers can also enter a competition, running on our company operated sites, to win an expenses paid family trip to LEGOLAND in Windsor.”

The promotion is run in conjunction with specialist marketing consultancy TCC who previously helped Esso with a their World Cup medal collection promotion in 2010.

David Ringer, general manager for UK & Ireland at TCC, says: “We are delighted to be working with the team at Esso again and think that the LEGO toys are going to prove a huge hit. Kids love collecting things and the toys will be available at over 700 sites across the UK and Ireland.

“It is anticipated that many more families will be cutting back on overseas trips this year and choosing to have a summer break in the UK and so we are timing this to fit in with the school holidays and give the younger ‘staycationers’ some constructive fun.”

A radio campaign, billboard posters and on-site material will make drivers aware of the campaign.