While shopping at Sainsbury's last night (well who wants to watch Middlesbrough anyway?), I happened upon a new promotion of theirs. The deal is if you buy certain products from their vast range, you could win any one of a number of World Cup-related prizes.

It's rather impressive. If you use your Nectar card when buying, say, a bottle of Coke or a pack of Budweisers, you could win tickets to see England play Sweden. A humble bottle of Pepsi could see a 40 inch Samsung LCD TV heading your way. Pop a packet of Jaffa Cakes in your trolley and you could win a family holiday in Brazil, for crying out loud. The list goes on and on.

But being the cynic I am, though, I can't help feeling that they could have made the whole scheme a bit more literal. Let's say for instance you bought some cheese - well then you could win a trip to Switzerland or if you bought coffee you could get yourself a holiday to Brazil?

Better still, if you bought a pack of butter and a pair of gloves together, then why not offer people the chance to win a goalkeeping course with David James? A bag of lemons could mean you get to meet the England team?

I could go on, but I won't...