Ginsters wanted to cash in on the anticipated demand for all things British due to the Olympics with its biggest ever on-pack promotion appearing on more than 20 million packs from April until September. Its Best of British celebration gave consumers the chance to win a different British-themed prize every day for 126 days. Best of British flashes appeared across promotional packs of pasties, slices and sandwiches and directed consumers to a branded promotional website, where they entered the free prize draw. Prizes included afternoon tea at the Ritz, Mini madness driving days, country manor weekends, dinner at Gordon Ramsey’s restaurant, golf at St Andrews, as well as gifts such as a Barbour jackets and union jack deck chairs.