Business car insurance customers are just some of the drivers from across the UK that could be in with a chance of naming an Eddie Stobart truck.
Although this privilege is usually reserved for members of the brand's club - and even they have to wait on a three-year list - everyone will be invited to submit a suggestion to celebrate the company's ruby anniversary.
Each month from May to December, an unnamed truck will be included in the fleet. Where the moniker is usually placed, a question mark will be there instead.
Anyone who spots the lorry must then enter the details online of where and when it was seen. They will then be included in a random draw to christen the vehicle.
Stobart Group chief executive officer Andrew Tinkler said the business is giving people a "unique opportunity".
"This national competition is a great way for us to give something back and to get more members of the public spotting our trucks," he added.
Club Stobart has various features, such as a league table and spotting guidelines for enthusiasts.
