Kraft has unveiled the next stage of its Olympics campaign with the launch of ‘Unwrap Gold’, its first on-pack ticket package giveaway for Cadbury.
Consumers have the chance to win one of hundreds of London 2012 ticket packages if they find an exclusive golden voucher inside specially marked packs.
The giveaway features on 18 SKUs within the Cadbury portfolio including sharing bags, multi-packs and individual count lines. Limited edition promotional packs will hit stores from 2 April.
If shoppers find a voucher they could win entry to the Olympic Games, accommodation and transport to and from the capital. There will also be the chance to win 1,000 further prizes per day instantly by typing in the unique code found on pack via the Cadbury website.
The promotion runs from 14 April to 7 July and will be backed by TV, outdoor, press, radio advertising, social media, PR and online.
To mark the Diamond Jubilee, Kraft is also launching a limited edition 400g Cadbury Dairy Milk chocolate slab (rsp: £3.54) inspired by the pack design in circulation when the Queen was crowned in 1952.