Ginsters is gearing up to launch its biggest on-pack promotion after becoming an official partner of the English Football League. 

The savoury pastry brand, which will hold exclusive rights as the EFL’s official pasty, slice and sausage roll supplier from 5 August, will run a ‘tickets and tenners’ competition across 40 million packs.

Up to £3m worth of prizes, including season tickets, pairs of match tickets, cash and VIP match day experiences will be given away as part of the promotion, which begins on 10 September and is being supported with outdoor advertising and a social media campaign.  It is hoped the tie-up will help increase sales of Ginsters’ core range by tapping into an estimated 16 million EFL fans, 42% of whom are more likely to buy brands associated with the league.

POS materials, including window vinyls, wobblers and shelf barkers have been produced for retailers to drive awareness of the campaign in-store.

“We know Ginsters’ consumers are huge football fans, which is why we are committing to our most comprehensive support for the game and the brand to date,” said Ginsters MD Kieran Hemsworth.

“As a nationally recognised brand that remains ingrained in its local community, values its heritage and recognises the important role football can play in society, Ginsters is an excellent fit as a partner for the EFL,” added the league’s chief executive Shaun Harvey.