Uniqlo's launch of their 100% Merino sweater campaign is accompanied with a sheep gone astray in the streets of London. Those who first spot it and tweet its picture may win a free cashmere sweater as part of the brand's marketing scheme.

The brand informed via a press release that "a sheep from our flock has gone astray and is gallivanting around London, sending regular tweets that he may venture further afield if the weather’s nice; teasing the remaining flock with pictures of his ventures." The competition to track down the errant sheep will take place from September 1.

The company announces that pictures of the stray sheep sighted "out and about around London" will be tweeted, sending out clues to the hunters equipped with smartphones regarding its whereabouts.

The first person who snaps a picture of themselves at the hinted destinations using the hashtag #haveyouseenoursheep could eventually win a 100% Merino sweater of their choice. The winner will be announced the following morning.