Birds Eye is giving customers the chance to scoop one of 10,000 five-pound notes, which have been tucked into packs of frozen peas, fish, curries, ready meals and burgers.
The promotional drive is part of Birds Eye's "no nasties" message in its "Fighting for Real Food" campaign, which aims to explain that there are no artificial colours nor flavourings in Birds Eye frozen foods.
The frozen food specialist's latest campaign is focusing on the line: "We don't put fake colours or flavours in our food -- so you'll only find real £5 notes in our packs."
The campaign will run across 20m special promotional packs for three months and will include point-of-sale material for Sainsbury's and Morrisons, as well as trade ads and advertorials in the Co-op and Asda magazines.
At the end of September, Billington Cartmell is launching a national door-drop campaign to 1.8m family homes with coupons targeted at family homes throughout the UK.
Rachel Parr, account director at Billington Cartmell, said: "It is a piece of promotional marketing that is totally integrated with the brand character and gets right to the heart of the food issues, which most concern today's health-conscious consumer."
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