Carlsberg UK has launched a new on-pack promotion, offering consumers the chance to win prizes every day throughout December.

Prizes include Barclays Premier League tickets, quality branded gifts and football related rewards. Presented by The Carlsberg Fan Squad and led by Sky Sports Soccer Saturday legend Jeff Stelling, a new prize will be unlocked each day as consumers visit the online digital Festive Football Calendar.

The on-pack offer is featured on more than 150,000 promotional packs of Carlsberg available across the grocery and convenience channels.

The campaign is set to reach £1.6bn UK consumers through digital advertising on the Premier League website and digital LED perimeter ads. They will also take over the perimeter boards at 12 Premier League games, all highlighting the offer.

In addition, online ad promotions will run on the Sky Sports homepage, Mail Online and ESPN, reaching more than £4m unique users.

Dharmesh Rana, senior brand manager for Carlsberg, sad: “This is a truly innovative campaign that will reach a significant number of consumers during the festive season.”