Burton’s Biscuit Company is announcing its biggest ever on-pack promotion for its £14m Fish ‘n’ Chips brand with the ‘Join our Fans’ campaign – a 12-week partnership with ticketmaster.

Running from April 4, shoppers will be given the chance to win gift cards to purchase tickets to a host of events including theatre, music, sports and more, with £1m worth of fan experiences available.

Prizes include:

• 20,000 x £50 ticketmaster gift cards

• 100,000 x 50p off Fish ‘n’ Chips product vouchers

• 3x Ultimate Fan Experiences worth £2,500

Shoppers will need to visit the promotion’s website with their pack code for a chance to instantly win a ticketmaster gift card or Fish ‘n’ Chips product voucher, with visitors also being entered into a monthly prize draw to win an Ultimate Fan Experience.

“The Fish ‘n’ Chips brand has seen phenomenal growth since it was re-introduced in 2014, bringing new shoppers to the category and in turn helping retailers to drive profits of crisps, snacks and nuts,” says David Costello, head of category and shopper management at Burton’s Biscuit Company.

“This new campaign will not only allow us to engage and reward Fish ‘n’ Chips fans, it will also increase awareness and trial among crisps, snacks and nuts shoppers via an exclusive partnership with ticketmaster.

“Retailers can look forward to growing sales with this ‘fan-tastic’ partnership.”