Tyrrells, the premium hand-cooked English crisp brand, has launched its biggest ever on-pack promotion in partnership with the Rugby Football Union (RFU).

As part of the campaign, consumers have the chance to win one of 40 pairs of tickets to see England play at Twickenham, with 10,000 Gilbert England replica balls also up for grabs.

The competition is being rolled out across more than 15 million promotional packets with each bag contains a unique code which can be used online for a chance to redeem a prize. The promotion will run across Tyrrells’ 150g sharing bags (rrp £2.19) and 40g handy bags (rrp 85p).

The on-pack promotion will be supported by a TV and VOD (video-on-demand) advertising campaign, where the concept will be brought to life in a dedicated 10 second advert. The video continues with Tyrrells’ ‘Absurdly Good’ theme and features the return of the infamous Tyrrells squirrel.

Sarah Lawson, marketing manager at Tyrrells Potato Crisps, said: “We’re extremely proud to be the Official Crisp of England Rugby and to celebrate this we will be offering shoppers the chance to experience the Glorious games up close and personal. The giveaway will span across all of our best-selling ranges allowing all of our customers to be in with the chance to win big.”

The on-pack promotion is running in stores now until December 2018.