The Unilever Bestfoods brand features a new on-pack offer entitled I Can't Believe I'm not Famous!'.
Customers are invited to pen 100 words on why they think they should be famous, and send in a video or photo of themselves. Promotional 500g and 1kg packs feature a silhouette where the winner's face will appear from August.
Entries will be judged by reality TV participants Craig Philips and Helen Adams from Channel 4's Big Brother and pop wannabe Rik Waller, who appeared on ITV's Pop Idol.
Brand manager Anthony Wilkinson said: "People dream of becoming a celebrity and now they can no talent required."
The activity is part of an ongoing £5m spend on the brand this year.