Burton's Biscuit Company is partnering with Ticketmaster for an on-pack promotion that is aimed at younger shoppers.

Kicking off this week, the brand’s 12-week ‘join our fans’ campaign will give away £1m-worth of prizes.

The prizes include 20,000 £50 Ticketmaster gift cards, 100,000 50p-off Fish ‘n’ Chips vouchers and three experience prizes worth £2,500.

The promotion is running on the brand’s Salt & Vinegar, Chicken and Pickled Onion flavours in sharing bags, grab bags and multipacks.

David Costello, head of category and shopper management at Burton’s Biscuit Company, said: “We have a strong regional basis in the North and the Midlands because of its heritage. These are very loyal shoppers with a repeat rate of 46% but we need to make the brand relevant for people who don’t remember it.”