The campaign will run on the collarettes of two million bottles throughout June and July. These will contain an on-pack code entitling consumers to a 50p money-off coupon as well as a chance to win the main prize of a Land Rover Defender.
All entrants play an online game to determine whether they have won the car, before receiving the money-off coupon.
Hall & Woodhouse also hopes the promotion will also increase membership of its Badger Sett Ale Club. The scheme offers promotions, competitions, polls and information on ales.
The beer and lager aisles are filling up with on-pack promotions. Currently Fosters, Carlsberg and Teuberg all have campaigns. While Becks is also poised to launch a promotional campaign after appointing The Big Kick in March.
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