the task
Terry’s challenged jellybean to give shoppers a reason to reach for a Chocolate Orange outside of Christmas and Easter. The brief: make Terry’s the go-to small gift all year round, drive in-store visibility and awareness, and turn summer gifting moments into sales across four major UK retailers.
the solution
Most Chocolate Orange fans know the feeling. You buy one for someone else and it never quite reaches them. The numbers backed it up, with 87% of Terry’s gift buyers admitting they’d eaten it instead of gifting it. That confession became the campaign.
“Will you gift it? Or give in?” asked shoppers to own up. Either answer earned a shot at £10,000, with thousands of instant-win eVouchers making a prize feel within reach. The promotion ran for 14 weeks across the Chocolate Orange Milk, Chocolate Orange Dark and Chocolate Mint balls, timed around two summer gifting moments: Father’s Day and end-of-term thank you teacher gifts.
The entry journey was built to keep friction low. Shoppers bought a qualifying ball, scanned the QR code, entered the barcode and batch code from the pack and made their confession. No receipt upload was needed and they found out instantly whether they’d won a £3 or £50 e-voucher. Every entry also went into the end-of-campaign draw for the £10,000 headline prize.
In store, the campaign ran across Tesco, Sainsbury’s, Asda and Morrisons, supported by free-standing display units, bay headers, aisle fins, shelf talkers and digital screens, with out-of-home digital screens catching shoppers on the way in.
For Tesco, we devised a bespoke overlay including a dedicated prize offering and a separate text-to-win entry mechanic. Tesco shoppers could confess by text rather than online, giving the campaign a tailored route in at the UK’s largest grocer.
the results
“Will you gift it? Or give in?” gave Terry’s a new moment in store outside of its traditional seasons, and a question shoppers were more than happy to answer.
- Over 54,000 entries across the 14 weeks
- 69% eVoucher redemption rate
- Significant sales uplift across all four retailers
- Brand awareness up 7ppts during the campaign, almost double the average competitor growth
- A near even 54/46 split between giving in and gifting it, sparking real-life confession stories on social
