McCain is running a major on-pack promotion across 42 of the brand’s frozen SKUs amplifying its TV sponsorship of Emmerdale.

The promotion, named the Great Village Raffle, offers prizes including vouchers for indulgent country spa retreats and gastro pub dinners, 10 MINI Countryman cars as well as Emmerdale set tours and acting master classes.

McCain marketing director, Mark Hodge, said: “This on-pack promotion is the brand’s most significant on-pack promotional investment for many years.

“Emmerdale is one of the UK’s most popular family TV shows. We wanted to use our sponsorship to create an engaging promotion that would drive sales through a fun shopper incentive – and what better way to do that than by holding a traditional village raffle with prizes inspired by the soap.

“Emmerdale is set in the great Yorkshire countryside, and its strong links to farming make it a great match for our brand, as we work closely with over 300 growers across the UK to source our quality potatoes.”

To be in with a chance of winning, shoppers can buy a McCain promotional pack and enter their unique code on www.greatvillageraffle.co.uk to find out instantly if they’ve won a prize.

The promotion will be supported by in-store activation across a number of multiples, as well as magazine, social media and digital advertising, including an ITV.com takeover.

The promotion is across 45 million packs, including five core price marked pack SKUs.

McCain promotional packs will be available from all stocking retailers and will be running for three months from February.