The Village Bakery, Melmerby, is hoping to spread some happiness with a new campaign, which involves consumers suggesting how they would use £250 to make someone smile.

The Rye Smile campaign, to launch next month, has been devised by the Cumbrian bakery firm following consumer feedback about the wellbeing they experienced from switching to organic rye bread from standard wheat loaves. Those who submit the best ideas will be given the cash to make their ideas a reality.

The competition will be promoted to shoppers on-pack from September, and will be run via The Village Bakery’s website and Facebook.

Two winners will be picked each month and will be asked to share photographs on Facebook and in local media, showing the happiness they have spread. A grand prize winner, picked in February 2011 from all the monthly winners, will receive £2,500.