Cadbury is embarking on its biggest ever chocolate bar promotion, and using racing star Nigel Mansell for the push.
Race the Ace, a £2m go-karting promotion, is being handled by sales promotion agency Osprey CSP, which won the business after a competitive pitch.
The promotion will include a £500,000 TV campaign.
Cadbury is offering a free go-kart trial, at one of 60 tracks, in return for 20 wrappers collected from any of the eight participating Cadbury brands.
In the second stage of the promotion the fastest male and female drivers from each track will qualify for the Race the Ace finals, which will star Formula One racing driver Mansell at Brands Hatch later this year.
The eight Cadbury brands supporting the promotion are: Boost, Time Out, Caramel, Crunchie, Twirl, Wispa, Picnic and Double Decker.
Cadbury marketing controller Martin Drane says: “Race the Ace will create huge excitement among consumers, which will translate into increased sales for participating Cadbury outlets.”
The promotion is aimed at 16 to 34-year-olds.
The go-kart tracks will feature full-size Mansell cutouts and go-kart-shaped dump bins.
* Virgin has launched a selection of promotional vouchers which can be exchanged for good or services across the Virgin group of companies. They range from a CD from a megastore to a holiday on Richard Branson’s private Necker island, in the Caribbean.