OXO has been a staple kitchen food item for decades and the iconic packaging is a pop art classic. The design is perfect except for one thing. The entry requirements are set in such a small font size. It is absolutely unreadable. I had to take a photo and then enlarge it to read it! And I have good vision. So I’ve taken the unusual step of transcribing the whole of the copy below.

UK & ROI 18+. No purchase necessary. Main Promo Period: 6.00am on 01/04/24 to 4.59pm on 30/01/25. Entry: visit xoxsharethelove.co.uk (“Website”) and complete the online form to find out if you have won. 19 prizes available to be won each week during Main Promo Period (817 prizes in total). Entrants who submit an entry at a randomly allocated winning moment will win one prize. If no entries are received at a winning moment, the next entry will win one prize. If no entries are received at a winning moment, the next entry will win the prize. No guarantee all available prizes will be won. After the Main Promo Period there will be a Wrap Up Draw period opening 5.00pm on 30/01/25 & closing 11.59pm on 30/04/25. [Note the typo here. This should read 30/05/25] Entrants who enter during the Wrap Up Draw period (or any entrants with a non-winning entry in the Main Promo who opt to enter the Wrap Up Draw period (or any entrants with a non-winning entry in the Main Promo who opt to enter the Draw) will be entered into a prize draw where there will be a min of 19 prizes available to be won. Across the Main Promo Period and Wrap Up Draw, max 1 entry per household per week. See Website for full T&Cs & prize list. Promoter: Premier Foods Group Ltd.

Phew! And all this in such a tiny space. Honestly, only the last two sentences should have been included here. This copy is illegible anyway. It serves no purpose.

Given there’s a QR code hidden in plain sight, disguised as a heart, but consumers expect a standard shape. No need to be clever-clever.

The typo is inexcusable as multiple people will have reviewed it. There’s also a typo on the website Terms and Conditions, and a lack of consistency between the on-pack copy and the T&Cs with the words “website” and “microsite”. I don’t believe that consumers even know what a microsite is. There are other typos on there and illogical/clumsy formatting.

I’ll share the prizes verbatim from the T&Cs since it’s unlikely that consumers will ever get this far

Shareable Prizes

87 x pairs of gourmet chocolate selection boxes;

87 x pairs of seasonal letterbox flower bouquets;

87 x pairs of OXO branded red bowls and OXO pack (each prize includes an OXO branded ceramic porcelite 16cm bowl and a 12 pack of OXO beef stock cubes);

87 x pairs of OXO gift boxes (each gift box includes an OXO branded ceramic porcelite 16cm bowl and standard 4 packs of OXO stock pots including chicken, original beef, red wine and vegetable flavours);

Individual Prizes

87 x restaurant gift cards (UK-based winners will win a ‘Restaurant Choice’ gift card  worth £190 and ROI-based winners will receive a ‘One4All Restaurant Favourites’ gift card worth €220);

87 x spa vouchers (UK-based winners will win a spa voucher via Virgin Experiences for Bannatyne Health Clubs worth £190 and ROI based winners will receive a spa voucher valid at spas.ie worth €220);

307 x pairs of cinema vouchers (UK-based winners will receive a voucher for a single screening of a film at a cinema chain and ROI-based winners will receive a €15 gift card for a cinema chain in ROI);

Brand-wise, OXO has chosen Sentimental as its sole Brand Trait, with Love and Loyalty being its Brand Values. Nothing wrong with that at all. However, they should consider other Values like Kindness, Health, and Charity. This would further enrich the Brand.

And please hire a proofreader!