Burton’s Foods is hoping to raise £160,000 for Comic Relief with the help of its biscuit brand Jammie Dodgers.

The company has announced a partnership between Jammie Dodgers and Red Nose Day, as well as the launch of a new out-of home snack variety.

From 29 January, two pence from every special Jammie Dodger Red Nose Day pack will be donated to the fundraising initative.

The firm is to spend £750,000 on a marketing drive, to help build the Red Nose Day theme this year - ‘Do Something Funny for Money!’

The campaign will run from January to April and will cover in-store promotions, PR, experiential and digital activity.

Burton’s is also expanding the Jammie Dodgers brand with the addition of Splat Packs to the range. The splat-shaped biscuit and cereal snack contains crisped rice, oats and raspberry pieces and will be available from February.

Jaspal Chada, marketing director at Burton’s Foods commented: “2009 is a big year for Jammie Dodgers, we want to continue to build momentum for the well-loved brand in the important out-of-home market as well as remind consumers about the brand’s core attributes.”

Red Nose Day is a UK-wide fundraising event organised by Comic Relief every two years. Comic Relief raises money to help thousands of people across Africa and the UK who face terrible injustice or who live in abject poverty.