Cadbury wanted a promotion that felt genuinely different- something that matched their brand and still delivered on sales and first-party data. Together, we created and ran “The Giveaway Giveaway 2026”, a three-month on-pack campaign with a simple twist: if you won, you had to give the prize to someone else.

We supported the campaign end-to-end across the UK and Ireland, from the mechanic and user journey through to compliance, fraud prevention, verification and prize fulfilment.

Quick overview

Format: On-pack purchase entry in the UK (or no-purchase entry in ROI), with online instant wins plus a jackpot draw
Where & when: UK & ROI, 5 August – 4 November 2026
Total prize value: ~£270,000 across multiple tiers
Outcome: Strong participation across both markets, with around 2,100 prizes awarded, and marketing opt-ins well above typical benchmarks

The brief

Cadbury’s goals were clear:

• Drive repeat purchases during the promotion window

• Build a high-quality first-party database, with strong opt-in rates

• Stay fully compliant across the UK and ROI, with robust verification, anti-fraud checks and secure payouts

The idea: “Win to give”

Rather than another standard “win for yourself” campaign, the promotion was designed around giving. Winners nominated a friend, family member, or even a good cause to receive the prize — keeping the experience aligned with Cadbury’s “Share the Joy” brand positioning.

How the promotion worked

We kept the entry journey straightforward:

• In the UK, customers bought a qualifying promo pack (hundreds of products were listed in the T&Cs appendix) and entered using a unique code

• In ROI, customers could enter via a no-purchase route

• Entrants verified via SMS

• Instant wins were allocated using audited “winning moments” to ensure fairness and transparency

• Winners nominated a recipient (with consent). Larger prizes could be split across up to five nominees

Fair play rules

• One entry per day, capped at 20 during the main period (plus an additional wrap-up allocation)

• One win/nomination per person

Prize structure (instant wins + draws)

Prizes were tiered to maximise participation, with gifting required for all tiers (except the wrap-up draw):

• Jackpot draw (Tier 1): £/€25,000 – 1 prize – split among up to 5 nominees

• Tier 2: £/€5,000 – 3 prizes – split among up to 5 nominees

• Tier 3: £/€1,000 – 35 prizes – 1 nominee

• Tier 4: £/€500 – 50 prizes – 1 nominee

• Tier 5: £/€100 – 1,000 prizes – 1 nominee

• Tier 6: £/€50 – 1,000 prizes – 1 nominee

• Wrap-up draw: £/€250 – 1 prize – 1 nominee

Total instant wins: around 2,100 via audited winning moments.
Draws were independently supervised to ensure full transparency.

What PromoVeritas delivered

We were involved from day one, including:

• Designing the mechanic and mapping the user journey

• Building and securing the entry platform, SMS verification and randomisation

• Managing verification (including receipts in the UK), nominee consent and anti-fraud checks

• Handling fulfilment via secure bank transfer after full vetting

• Running campaign operations end-to-end, from launch through to the final wrap-up draw

Results

• Strong participation across both markets, with the gifting mechanic helping the campaign stand out

• Around 2,100 prizes awarded smoothly, with secure fulfilment and clear auditability

• Marketing opt-ins well above typical industry benchmarks, adding a large volume of consented contacts to Cadbury’s CRM

• The campaign generated genuinely positive stories, including winners gifting prizes to good causes (with permission to share)

Testimonial highlight (shared with permission)

A winner nominated a volunteer-led organisation that supports searches for missing people. The nominee later shared photos of their search dogs at work, and said the prize funds will help pay for vital equipment  including a steadier boat to support ongoing search operations. They described it as “brilliant to see a promotion that gives back to the community and supports a worthwhile cause.”

Why it worked

The “win to give” approach made the promotion feel more meaningful, not just a transaction. It also proved you can run something creative and emotionally resonant while staying fully compliant, transparent and secure.

If you’re exploring a similar mechanic for your brand, we’d be happy to talk through how to make it work in practice.