In an increasingly competitive savoury snacking category, the brand set out to deliver its biggest ever promotion - one designed to reinforce its position as the No.1 choice while driving standout, sales and retailer engagement.
The result was Find A Wedge to Win A Wedge, a bold, high-impact on-pack mechanic built around the irresistible appeal of instant cash. Ten winning triangular mini cheddars were securely seeded into packs, each worth £10,000 to the lucky shoppers who found them. Alongside the in-pack prizes, consumers were given an additional chance to win every day via online entry, extending engagement beyond shelf and encouraging repeat purchase. The simplicity of the mechanic, combined with the scale of the reward, delivered genuine excitement - all executed with full brand personality.
To maintain momentum, social channels transformed into a playful newsroom, broadcasting updates “live from Cheddar Town” as each wedge was discovered. These staged news-style reports fuelled urgency, amplified buzz and kept the nation engaged in the frantic search to win a wedge.
Running in parallel, a B2B Win A Wedge campaign in wholesale ensured the trade was equally invested. Retailers who bought and scanned promotional multipacks were entered to win a share of up to £350,000, with packaging carrying both consumer and retailer messaging to maximise impact. This dual-layered approach secured vital feature space and drove strong uptake across wholesale accounts.
We were involved from the outset in terms of ideation and designing the consumer journey, ensuring it was simple, exciting and operationally robust. We developed and implemented a highly secure prize-seeding process, managed the campaign end to end, and oversaw winner verification and fulfilment. At the same time, we supported a data capture strategy that enabled the collection of valuable zero-party data to power future sCRM activity.
