Biscuit brand Bahlsen has offered 500,000 pick-up multipacks over the summer to 100 Tesco stores around the UK.
Shoppers who buy the pack of pick-up biscuits will be handed a leaflet, encouraging them to share a picture of their Bahlsen pick-up experience via Twitter or Instagram using the hashtag #PickUpPickUp.
Entries will be placed into a weekly prize draw for a chance to win a Bahlsen biscuits hamper, pick-up experiences and a £500 cash prize.
The German company has invested £1 million into the biscuit giveaway, aiming to boost the morale of the nation and increase the popularity of the brand.
The campaign will be supported by a marketing drive known as ‘It’s not just a biscuit. It’s a Bahlsen’.
The supplier’s trade marketing manager, Julien Lacrampe said: “We are proud to have conceived such a pioneering sampling initiative. We believe that everybody deserves a better biscuit.”
The donation will begin this month and is expected to gain national recognition for other supermarket sellers.
In April Bahlsen invested £5m in a TV campaign for its Choco Leibniz brand.