Snack brand Mug Shot has launched a new campaign for January: Mugfuls of Joy, giving consumers a chance to win instant cash prizes.

The £1.1m initiative, the biggest in the brand’s history, will see Mug Shot give away £50,000 in cash to shoppers. Notes worth £5, £10, £20 and £50 will be placed inside special promotional packs of Mug Shot throughout this month.

The free cash offer is designed to help shoppers get through the ’winter blues’ and will be promoted with TV and radio advertising, digital, social media and PR.

Mike Benton, head of snacking at brand owner Symington’s, said: “Mug Shot has had a great 2018. We ran the hugely successful ‘Stir Things Up’ TV campaign in the summer generating some impressive results, and now we’re back to beat the January blues with our new £1.1m campaign.

“The campaign has a really strong value offer for the consumer with the instant cash prizes, and we’re confident it will resonate well with our core target audience. We’ve gone even bigger in terms of investment this time around, and with the TV led fully integrated support plan we’ve put behind Mugfuls of Joy we’re confident the returns will reflect this.”

Mug Shot is best known for its range of pasta and noodle snacks. Available in 18 flavours including: roast chicken; tomato & herb; sweet & sour; and chicken and sweetcorn, all of the brand’s products contain less than 2% fat and no artificial colours or preservatives.