Burton’s Biscuit Company has launched its biggest ever promotional marketing campaign for its Fish ‘n’ Chips savoury snack brand, with an on-pack prize promotion with a £1m prize fund.

The ‘Join Our Fans’ campaign, created by Brass Shopper, part of Leeds-based full-service, communications agency Brass, will run for 12 weeks and is being supported by social content, outdoor advertising, in-store activation and PR.

‘Join Our Fans’ offers shoppers the chance to win one of 20,000 £50 Ticketmaster Gift Cards to spend on the event or activity or their choice.  Entry is via codes found on promotional packs. Shoppers will also be entered into a draw to win one of three ultimate fan experiences, where the winners will get to create and tailor their own perfect fan experience prize up to the value of £2,500.

The campaign went live in April and will be on shelves until the end June 2017.

Paul McGann, Managing Partner at Brass, says: “In a hugely competitive category, ‘Join Our Fans’ has huge standout; building on the brand’s quirky tone of voice and loyal following, adding value and engaging a wider range of shoppers.”

In addition to creating and delivering the on-pack promotion, Brass also created and executed all key campaign elements including the supporting campaign microsite, www.joinourfans.com, where shoppers can enter the promotion and upload their own fan stories.  Brass will also be managing the social creative content for the 12-week campaign period.

Sital Parmar, Senior Marketing Manager at Burtons Biscuit Company, comments: “These are exciting times for the Fish ‘n’ Chips brand as we look to continue to build on the phenomenal growth we’ve seen since our re-introduction in 2014. We’re confident ‘Join our Fans’ will drive rate of sale for retailers, reward our existing fans and drive household penetration.”

Burton’s Biscuit Company is a leading branded and own-label supplier of quality biscuits and snacks and one of the largest biscuit suppliers in the UK.  It owns and bakes market-leading brands such as Maryland Cookies, Jammie Dodgers, Wagon Wheels and Fish ‘n’ Chips.

Brass Shopper is part of Brass, a full-service, communications agency based in Leeds with clients including ASDA, Kellogg’s, Ribena, Costcutter and Aunt Bessie’s.

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