Anchor has teamed up with Alastair Sawday's Special Escapes to launch a £3.5m on-pack promotion to win a British holiday.

Promotional packs of the butter will go into stores from 4 May, with shoppers able to enter a prize draw to win a week's cottage rental and spending money. Draws will take place every week from June to August.

The initiative is part of Anchor's ongoing Great Escape marketing strategy. Consumers enter the draw via a dedicated website, with a further link to Sawday's website.