Chegwin will ask people to submit their jokes online or in ‘Giggle Booths' that will be touring the nation. The winner of the best joke will be crowned the country's King or Queen of comedy and will win an all expenses paid family trip to the Edinburgh Fringe Festival.
The activity is part of a wider partnership that Jammie Dodger has with Red Nose Day which launched at the start of January, backed by a £750,000 marketing push. From the 29 January 2009, two pence from Jammie Dodgers Red Nose Day packs sold will be donated to Comic Relief to raise £160,000. Burton's has also expanded the Jammie Dodgers brand by launching a new biscuit and cereal snack product called Splat Snacks.