The Challenge
Maximise the impact of Cadbury’s £10 million sponsorship of Coronation Street and capitalise on the nation’s lottery fever to drive engagement and purchase.

The Insight
Linking a familiar, high-interest mechanic (lottery-style play) with a popular TV property creates a compelling reason for repeat participation.

The Idea
Create a ‘Watch & Win Lotto’ where consumers match numbers inside Cadbury wrappers with numbers revealed during Coronation Street sponsored bumper breaks.

Execution
A promotional mechanic built around matching Lotto numbers printed inside Cadbury bar wrappers with numbers shown on screen during each episode.

Numbers changed with every broadcast, encouraging repeat purchase and ongoing engagement.

Prizes ranged from £25,000 for four matching numbers, £10 for three matches, and additional rewards including Travel Lodge discounts and Granada electrical goods for one or two matches.

Result
Drove repeat purchase through episodic engagement

Integrated seamlessly with Coronation Street sponsorship

Leveraged national interest in lottery-style gameplay