Burts Chips is partnering with TV chef Dean Edwards to help shoppers create “the ultimate crisp sandwich” this summer using Burts’ core range of premium flavours.

The campaign, which runs from June to September, is in the spirit of Burts’ “Do it Right” philosophy that encourages consumers to make the best choices in life – whether about their friends, family, work – or what they put in their sandwiches.

Dean, the resident chef on ITV morning show Lorraine, will create eight different sandwich combinations as Burts’ brand ambassador, using flavours from the range and a selection of ingredients sourced from the South West wherever possible. The eight “ultimate crisp sandwich” flavours are: Sea Salt; Vintage Cheddar & Spring Onion; Thai Sweet Chilli; Sea Salt & Malt Vinegar; Devon Roast Beef; Sea Salt & Crushed Peppercorns; Spicy Chorizo and Firecracker Lobster.

Once the recipes are created, Burts will launch an online campaign to determine the UK’s ”ultimate crisp sandwich”. Over the course of seven weeks, two recipes will be pitted against each other each week to reach more than 2m Twitter, Facebook and Instagram fans who will be asked to vote via a simple like, comment, retweet or tag. The winning crisp sandwich will be revealed in week seven, supported by a social and digital drive to raise awareness, particularly amongst Burts’ target audience of men aged 35 years plus. 

In an eighth and final week, one Burts fan will be chosen to receive a box of each of the eight core flavours so they can create their own “ultimate crisp sandwich” from each flavour following Dean’s recipes that will be published on the Burts website.

Simon Knight, Burts Chips sales & marketing director said: “With the wide reach of this campaign to engage around 2m social media followers, we’re expecting it to create quite a buzz and lots of debate around exactly what makes “the ultimate crisp sandwich”. I’d encourage retailers and foodservice operators to get in on the act, via their own social media channels and by recreating Dean’s recipes as feature menu items – and of course by stocking the key flavours in the Burts’ range.”