In summer 2017 Mondelēz UK confectionary brand Maynards Bassetts launched a wacky on-pack promotion targeted at adults who have a silly side to them across their range of popular sweets including Wine Gums, Jelly Babies and Liquorice Allsorts.
As well as giving away three top prizes of flights to New Zealand, £2000 spending money and tickets to a sheep racing event, secondary prizes included 100 ‘bonkers’ family days out across the UK that ranged from pig racing in Kings Lynn, to toe wrestling in Derbyshire to bog snorkelling in Ireland. A further 1,000 winners received vouchers for a free bag of Maynard Bassetts sweets.
What we did
Having worked with the promoter for many years on numerous Mondelēz UK brands, PromoVeritas were on hand to scope and shape the promotion from its conception right the way through to prize fulfilment working, closely together with the brand team and their agencies.
With a promotion of this scale, offering a large variety of unusual and cash prizes, we had to be sure that the Terms & Conditions – essentially a legal contract – could be fulfilled and implemented fairly before drafting them. For the packs we generated over 40m unique codes, liaised with the printer to make sure they were printed accurately and also checked the artwork to ensure full compliance.
PromoVeritas generated Winning Moments to allocate the prizes independently and securely and an API that linked to the agency and returned a message to entrants informing them if they had won (or not) and what their prize would be. We then managed the winner verification process – validating the winning codes of secondary prizes plus the winner communications which also involved organising the travel and spending money for all of the bonkers days out winners – not an inconsiderable feat! Finally, we conducted a Wrap Up Draw for entries after the promotion had ended.
The PromoVeritas Touch
“Thanks for your help with this – so excited!”, “Sounds perfect, thanks so much!” and “Fantastic thank you – we can’t wait” are just a few of the feedback comments we received from winners we contacted.
Helping Mondelēz UK to ensure that the entry process was as smooth as possible to minimise inconvenience to the public was important to the project. But to PromoVeritas it is vital that the whole experience was fun, exciting and seamless – from buying a packet of sweets, to entering your code online, to finding out you’re a lucky winner, to receiving your prize – and a true reflection of a brand as loved as Maynards Bassetts.