Unilever will launch the first UK-wide interactive advertisement, for its Chicken Tonight brand, at the end of March.
The ad will air on Sky Digital channels on the Open network, giving it access to 2.6 million homes.
It has been created by sister agencies Ogilvy & Mather and J Walter Thompson, with media buying and planning by Initiative Media.
The ad will allow viewers to find out more about chicken-based recipes by clicking on an icon. They can then apply for a free Chicken Tonight product online and will be sent a voucher which can be redeemed in stores.
Unilever’s interactive ad follows one from its rival Procter & Gamble, which is airing on the Cable & Wireless Communications network.
The P&G campaign, for Pantene, was created by Grey Interactive TV and is confined to Manchester. Using the remote control, viewers answer questions on their lifestyle and hair type, and provide their name and address to receive a personalised haircare diagnosis and free Pantene sample.
Last week, Unilever announced it is to increase marketing spend by &£1bn and slash 1,200 of its brands in an attempt to almost triple sales growth by 2004. The company has 27 sites in the UK, employing 16,500 people.