Kerry Foods has teamed up with Help for Heroes to deliver an on-pack campaign on frozen ready meal brand Bisto. With a £500,000 prize fund, the promotion will offer consumers the opportunity to support the UK’s best known charity for wounded, injured and sick veterans and serving personnel, Help for Heroes, whilst having a chance to win cash prizes.

Running for 12 weeks across 19 SKUs, the promotion will roll out nationwide from Monday 2 May and is designed to attract new customers, reward consumer loyalty and increase market penetration.

Featuring on more than five million Bisto frozen ready meals, each pack contains a unique code for consumers to enter online to be in with a chance to win a £5 cash prize. Kerry Foods will then donate a further £5 to the Help for Heroes charity, with a potential contribution of £250,000 to this worthy cause. The promotion has been devised to appeal to Bisto’s core customer base, as well as attracting a wider demographic.

Kerry Foods senior brand manager, Charlotte Bourne, said: “We know many Bisto frozen ready meal consumers are already engaged with the charity and want to show their support. The promotion is designed to raise vital funds to support the essential services offered by the charity for our Armed Forces, and also incentivise customers to increase their purchase frequency.”

Frozen ready meals have a retail value of £44m, claims the firm.