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The campaign, dubbed The Oxo-Factor, asks consumers to film themselves demonstrating how they use the stock to improve their cooking.

In addition to getting their ad shown during the X-Factor the winners will receive £10,000. The campaign, which will be supported by a national press campaign, is set to launch mid-August.

Additionally Oxo has posted a series of spoof ads and advice on creating an ad on YouTube. The promotion will also be featured on-pack.

Oxo is also introducing a new design with the cube replaced by an X-shaped product.

There has been a recent spate of promotions requiring consumers to create their own content. The trend started with Kellogg’s launching a campaign last year requiring consumers to audition for its latest ad.

Promotions requiring consumers to create content: