One lucky consumer will win the top prize - £10,000 in cash - with a ticket hidden in one of nearly nine million green and two and a half million red paper booklets. There are also 1,000 x £10 and 20,000 x £1 prizes up for grabs.
The offer, which is the brand’s biggest yet, runs on outers available now at cash and carries and wholesalers nationwide.
Category marketing controller Gareth Piers Newton said the promotion was “the most visible” in the papers category. “We are confident that it will increase awareness of products in the Swan range and drive additional sales,” he added.