Burts Chips has launched a digital drive to seek out the nation’s ‘ultimate crisp sandwich’. 

The artisan potato-crisp maker has teamed up with TV chef Dean Edwards to kick off the eight-week campaign, which is running across Twitter, Facebook and Instagram and aims to engage two million social media users.

Each week, fans will be encouraged to vote for their favourite sandwich combinations featuring crisps from Burts’ core range of premium flavours, including Spicy Chorizo and Firecracker Lobster, until a final recipe remains.

One voter will be chosen at the end of the competition to receive a box of each of the eight core flavours, enabling them to create their own ultimate crisp sandwich.

Edwards, who is the resident chef on ITV show Lorraine, said: “I’m particularly excited about this partnership, because both Burts and I are from the south west and we’re both passionate about big, bold flavours – all the right ingredients to liven up dull lunches.”

Simon Knight, Burts Chips sales and marketing director, added: “With the wide reach of this campaign to engage around two million social media followers, we’re expecting it to create quite a buzz and lots of debate around what exactly makes ‘the ultimate crisp sandwich’.”