Quorn aims to raise awareness of its brand in secondary schools by directing students to an online mixing desk where they can make, share and download their own music.
The promotion has been supported with a campaign by Leeds agency Brahm - which has worked with Quorn for five years - and online activity by its sister digital operation Swamp.
Unique promotional codes will be given out with each purchase of Quorn's meat substitute foods which students can use to log on to the Quorn Mix website.
Online videos then tutor students through the mixing desk where they can create their own music. They can then forward their tracks to friends who can vote for their favourite songs and download them as phone ringtones.
Prizes, including a masterclass from a professional DJ and a Ford minibus for the winner's school, will be awarded to the students with the most downloads.
The promotion was sold into Local Education Authorities through an email campaign and followed up with point of sale packs including posters, tent cards and entry packs with unique codes.