A holiday home almost anywhere in the world is up for grabs as part of a £4m marketing push for Arla's Anchor butter brand, its biggest UK campaign yet.

Consumers enter the unique code on each of the 17 million promotional packs online or via text and one winner will be able to pick a home to a value of £250,000 after the draw in October. Branded umbrellas and £50 Thomson Summer Sun holiday vouchers will also be given away every day for the next 11 weeks.

Caroline Baker, brand manager, said: "We wanted to show that Anchor is a brand that understands the importance of enjoying family fun during the brief summer months."

Anchor packs also contain Sunshine hours tokens, which can be used to claim merchandise at anchorsunshine.co.uk.

The offers are being communicated via press ads in The Sun. A £1m TV ad featuring bovine characters Cow and Moo breaks next week. There are also posters and a sampling roadshow.