Food travel operator SSP UK is aiming to grab a bite of the World Cup market with a football-themed promotion across nine of its retail food and drink brands at railway stations.

'Get Your Free Kicks' will offer instant rewards such as baguettes, sandwiches and coffees with every purchase at rail outlets including Upper Crust, Millie's Cookies and Caffè Ritazza.

The campaign kicks off for one month from 10 June, the day before the World Cup starts in South Africa, and centres around a 'match and win' gamecard promotion. With every purchase customers will receive one of 3.5 million game cards depicting half of a World Cup nation's flag. Customers who collect their cards to match two halves win a free item.

The campaign will also run across Whistlestop, Pumpkin, The Pasty Shop, Burger King, Camden Food Co and Delice de France.