Hi there,

Welcome back to The Promotion Playbook. Each edition breaks down the strategy, execution, and compliance that turn bold promotional ideas into bulletproof activations.

In Focus This Week: The Power of Packaging

Great promotional campaigns recognise packaging as a critical touchpoint, not just for branding, but for activation. Get it right, and you’ve got a seamless path from purchase to participation. Get it wrong, and you’ve got confusion, complaints, and wasted opportunity.

The Evidence:

Cadbury ‘Hunt the Creme Egg’ has become a seasonal sensation. For 12 consecutive years, we’ve helped Cadbury hide their signature chocolate eggs across the UK and Republic of Ireland, each egg offering a chance to win up to £10,000.

The winning eggs aren’t just random, they’re strategically placed, carefully wrapped, and 100% secure thanks to our team at PromoVeritas.

Every egg is a prize draw in disguise, and it all starts within the packaging. Without any apps or gimmicks, consumers are instantly drawn in by the simple, tactile thrill of finding something rare.

Behind the scenes, we handle everything from winning ticket production to fraud prevention, ensuring that every prize is authentic and secure. 

And once a lucky winner finds an egg, they can easily connect with the ‘Creme Egg Hotline’ to organise their prize with the help of our dedicated  team of ‘Happy-Makers’.

For Lindt ‘Find the Golden Bunny’ campaign, ten special bunnies were secretly distributed across South Africa, each containing a golden token inside the foil wrapper with a R50,000 reward (equivalent to £2,000 GBP). No fancy tech, just clever use of packaging, product, and placement.

PromoVeritas managed the full end-to-end process: auditing, factory control, and controlled prize placement, ensuring every bunny was securely placed and every winner’s communication and prize fulfilment was smooth and secure.

In a nutshell, we’ve helped both brands turn their packaging into an invitation, entry point, and event.

Top Takeaways for Your Own Campaigns

1. The pack is your portal to participation. On-pack promotions turn everyday products into instant entry points, so don’t underestimate the power of a wrapper.
   
   
2. Compliance starts on the pack. Your Terms & Conditions, eligibility criteria, and claims all need to be watertight before the first pack leaves the factory.
   
   
3. Customer experience doesn’t end at the shelf. Whether it's a winner hotline or a seamless digital claims process, how you follow through after someone finds a winning pack is just as important as the promotion itself.
   
   
4. Physical triggers drive real engagement. Tangible on-pack prizes spark curiosity, steal competitor share, increase repeat purchases and build excitement.
   
   
5. Control builds credibility. Every winning item must be placed carefully, securely, and fairly. Controlled prize placement ensures integrity and protects your brand reputation.

Want to see how PromoVeritas can help turn your product into a thrilling prize gateway? Tell us about your project here and we’ll let you know how we can supercharge it.

Next week, we’ll be covering greenwashing and why misleading eco-claims don’t just confuse consumers, they undermine fair competition.

If you have any suggestions for future content or any questions about the topics covered, reply to this email as we’d love to hear your thoughts.