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Cadbury enlists Freddie Flintoff to award prizes to lucky chocolate fans

To coincide with Cadbury’s Autumn, on-pack promotional campaign ‘Joynormous’, the chocolate giant enlisted ex-English cricket captain Freddie Flintoff, to dress as a genie and grant lucky chocolate fans a personalised prize.

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The event was held on the 29th September between 10am and 6pm at London’s Covent Garden. ‘Joy agents’ dressed in Cadbury’s purple were encouraging passers-by to reveal a scratch card. If they were lucky they were sent to Freddie the Genie, to receive a prize decided by him based on their personalities, if not you walked away with a chocolate bar.

Sat in the ‘Joynormous machine’, Freddie asked the lucky finalists a series of questions to help him decide what prize they should receive, one prize given away was supposedly £10,000 in value – no expenses spared there.

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Cadbury’s Autumn on-pack promotion is offering 20,000 personalised surprises to fans of its Wispa, Starbar, Crunchie, Dairy Milk, Boost and Twirl varieties, a nice and consistent link between campaign messages – hoorah for Freddie the Genie! Agencies Golin and Initials collaborated to deliver the #surprisejoy experience.

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Lydia Bryant works as a Junior Account Manager at Rich Leigh and Co and is a marketing graduate.