Launching May 4, Maynards packs will have stickers on them that reveal a code. Customers can enter online to win prizes including a banquet on a private jet or dining in five star hotels.
Customers can also win 50p coupons off for Maynards packs. Retailers will be fully reimbursed.
The promotion will run for 10 weeks and will be supported by a £2m campaign, which includes TV, radio and digital activity. PoS is also available for retailers.
The promotional stickers are on Maynards Wine Gums, Sports Mix, Midget Gems, Wine Pastilles, Sour Patch Kids, Sour Patch Kids Soda Popz, Discovery Patch Animals and Discovery Patch Myths & Monsters.
Mondelez is also launching a competition for independent retailers, offering five shop owners and their staff a meal worth £500. Retailers can enter through the supplier’s Delicious Display website by explaining how they treat their customers like royalty.