These promotional packs will give consumers a chance to win “one of the 1,000 prizes,” including soccer game tickets, stadium tours, TV sports passes and free Cadbury Fingers packs, said the company.
“To reveal and redeem the prize, consumers need to find a golden tray [inside a Finders Keepers pack] and email their promotional pack code and contact details to Cadbury,” it added. “All golden tray finders will be entered into a draw for the grand prize.”
Cadbury said the promotion will be supported by PR, social media and digital activity, and it will run from Jan. 15, 2018 until May 31, 2018, with an earlier deadline of April 27th to enter the draw for the grand prize.
“Cadbury Fingers is now worth £27m ($26.48m) and is the UK’s number one brand in sweet treats, so we believe by introducing the first on-pack promotion in a number of years… we will help drive incremental sales for the category,” said Chiara Missio, Cadbury Biscuits’ marketing manager.
The latest Euromonitor data showed that Cadbury’s market share ranked third in the entire UK’s sweet biscuits category, followed by Mondelēz-owned Oreo, and Maryland Cookies owned by Burton’s Biscuits.
White chocolate for Easter egg hunting
In other news, Cadbury Creme Egg returned with a new TV commercial in the UK starting January 1 this year.
The company said the commercial is part of a £4m ($5.4m) marketing investment for the brand during the Easter season and would be supported by PR, experiential and digital activity.
The seasonal chocolates present a growth opportunity for many manufacturers in the UK, according to Euromonitor. Its most recent data showed the retail value of seasonal chocolate was worth $1.02bn by 2017, and it is expected to reach $1.1bn by 2022 with an annual growth of 1.3%.
To prepare for the Easter egg hunting, Cadbury said it stocked Cadbury white chocolate Creme Egg exclusive to the convenience channel. Consumers who discovered the products can win up to £1,000 ($1,352).
“Retailers have the chance to win too as we’ll match that prize for the retailer with either stock or Love2Shop vouchers,” added Cadbury.
The company said the egg hunt would run from January 1 to Easter Sunday of 2018.