Heineken asks Who Wants to be a Footie Millionaire?

Heineken UK is offering footie fans the chance to win £1m as part of its "biggest" on-trade promotion to date.

The campaign, Who Wants to be a Football Millionaire, will run in 13,000 pub and clubs ahead of the FIFA World Cup in June across five of the company's biggest brands.

Drinkers buying a pint of either Foster's John Smith's, Kronenbourg, Strongbow or Bulmers, will be given a two part gamecard, offering them instant prizes and the chance to face Chris Tarrant in the famous Who Wants to be a Millionaire studio in October.

Tarrant is spearheading the campaign and ,as well as hosting the event, will appear on PoS, posters and promotional material.

"We are genuinely excited by the potential of this unique promotion," said Darryl Hinksman, head of customer marketing, on-trade. "It will harness the power of our biggest beer and cider brands in an activity that will drive customer footfall and fuel significant incremental sales over the important summer trading period."