Cadbury is partnering with the Premier League for a 'match & win' on-pack promotion this August, which will five away 50 pairs of tickets each week.

The promotion will run until the end of October and will also give away 10 match day experiences for two, 200 Premier League replica footballs and 200,000 free Cadbury singles bars.

Consumers will be encouraged to enter codes on the brand’s website that will then generate a predicted score for a match that week. If that prediction comes true, they will win a prize.

The activity is rolling out on 80 million Cadbury singles and duo lines, which will appear in depots in July.

Cadbury's singles range is on TV until September and the campaign will benefit from outdoor adverting near to convenience stores.

Susan Nash, trade communications manager for Mondelez International, told Retail Express: “We know promotions work and generate excitement in store. In previous on-pack promotions we have had sales uplifts of more than 250%.”