Ginsters may not be able to afford to be an official World Cup sponsor, but it hasn't stopped the pasty company from trying to cash in on UK football mania.
Ginsters is this week kicking off a £50,000 'Sing when you're winning' prize giveaway to appeal to football fans unable to attend the tournament, who will be forced to watch it from the comfort of their sofas.
Six million original Cornish pasty and Ginsters slices packs have been printed with a well-known football cliché, which consumers then enter into the Ginsters website to see if they have won a prize. Giveaways include 10 plasma TVs, 50 football tables, 100 Sony PS2s and 1,000 football DVDs.
The promotion will run until July 15, six days after the final match of the World Cup has been held, and by which time the nation will have heard more than enough football clichés, according to Ginsters.
Stefan Chomka