Cadbury is announcing its first, and broadest, on-pack promotion following its new partnership with the Premier League which aims to increase vending machine traffic by offering consumers the chance to win the ultimate football experience.
Running across more than 80 million packs, the new promotion features a unique on-pack code which, when entered online, will generate a predicted score for an upcoming Premier League match. If that score is correct, the consumer wins. There are thousands of prizes on offer, ranging from personalised Premier League match day experiences to game tickets, chocolate and footballs.
Supported by a £1.3m marketing spend, including an OOH and digital campaign, the promotion aims to help grow frequency of the chocolate singles segment to drive further category growth.
Plus, it’s not just consumers who can score a top prize – Cadbury has also created a vending-specific promotion to help operators make the most of the competition and get their machines match-ready. Up for grabs are a set of Match Ready Packs (comprising one chocolate football, one playing football, two team shirts and two match tickets) plus a range of further smaller packs.
For the chance to win, operators must simply list Cadbury’s five core single lines (Twirl, Boost, Wispa, Crunchie and Double Decker), apply the brand’s free POS to machines, take a photo of the machine and email it to firstname.lastname@example.org.
Every vendor that submits a set of 10 photos (of 10 different machines) will be entered into a draw to win one of five Match Ready Packs. For an instant win, operators that submit a set of 25 photos will receive a chocolate football and one playing football. What’s more, the first 10 operators to send in a suite of 40 or more different machines will also instantly win a Match Ready Pack.
Paul Taylor, customer development manager at Mondelēz International, said: “Mondelēz International has been a great contributor to incremental growth for chocolate singles and we’re eager to help vending operators grow their sales with this new promotion. Coupled with a £1.3m marketing investment, we expect demand to be high so operators should stock up in advance to make the most of the opportunity. We also hope to create excitement with our vending-specific competition and can’t wait to see the entries!”
For full consumer competition terms and conditions, visit www.matchandwin.cadbury.co.uk. For full vending-specific competition terms and conditions, speak to your Mondelēz International sales representative.