The Campaign

Kingsmill customers could enter a magic moments prize promotion offering a range of cash prizes by collecting a code from the ‘best before’ tag on their loaf of bread.


To input their code, entrants visited a microsite. Created by Prizeology with some complex coding, this had built-in security and anti-fraud features. When they clicked, if entrants hit a pre-determined winning moment they found out that they had won immediately. If they didn’t win, that winning moment stayed open until the prize was won, thus ensuring that all the prizes were awarded.
Prizeology not only project-managed the whole promotion, but wrote the terms and conditions and fulfilled all 850 cash prizes. These ranged from £10 to one major prize of £10,000, and included a special grand prize draw at the end of the promotion. Winners could choose how they received their winnings and one of the options was Prizeology’s easy and secure Cash Win service. This enabled winners to withdraw their cash from any cash machine local to them using a secure pin, which Prizeology texts to their mobile.

The Outcome

Kingsmill achieved standout on the shelf and deepened its customer engagement. Winners received cash prizes within days of claiming and our fraud measures ensured that participants had won fairly.