Avoid ASA complaints. Fix your promo before it’s live.

I review on-pack promotions before they go live. Brands and agencies come to me when they want a second set of eyes. Someone to catch legal grey areas, poor wording, and confusing mechanics before the packs hit shelves. I’ve seen what goes wrong, and I know how to fix it. Whether it’s a prize draw, instant win, or collect-to-get scheme, I’ll tell you what works, what doesn’t, and what could land you in trouble.

Planning a prize promotion?

Pressure-test it first with the free Promo Scorecard.

Need a second opinion before you launch? Book a free audit call or email. All confidential and no charge.

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“Helped me shape and launch a business idea from scratch, including the site and ad strategy.”
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“Expert in marketing and branding, with a personal, holistic approach that elevated both me and my business.”
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Want results like this for your campaign? Let’s audit your pack.

Latest reviews

  • Not illegal, but not compliant: Ryvita’s promo under review

    Not illegal, but not compliant: Ryvita’s promo under review

    Ryvita’s £1,000 promotion misses a key CAP Code requirement: a free-entry route. It’s nearly compliant, but small print and entry barriers could trigger complaints.

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  • KP dry roasted peanuts. £20k offer, but is it enough?

    KP dry roasted peanuts. £20k offer, but is it enough?

    A smart-looking pack let down by a disconnected promo: QR-only entry, cash prize, and no clear link between product, prize, or purpose.

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  • Kettle—Win a gourmet trip to France

    Kettle—Win a gourmet trip to France

    Kettle’s on-pack promotion misleads. The campaign has already closed, and the instructions are printed in illegible text.

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  • Tetley—Win £100

    Tetley—Win £100

    Tetley’s on-pack promotion doesn’t do the brand justice—unclear messaging, weak incentive, and low urgency undermine its ability to attract attention or drive action.

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  • Cadbury Milk Buttons—Game  Changing Wins

    Cadbury Milk Buttons—Game Changing Wins

    Cadbury’s football-themed promo grabs attention with big prizes, but unclear mechanics and low perceived value may leave shoppers confused rather than compelled to enter.

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  • PG Tips—Lucky Dips

    PG Tips—Lucky Dips

    PG Tips offers £1,000 vouchers, strong brand identity, great design, clear website entry, and well-balanced brand values like kindness, prosperity, loyalty, health, love, and sustainability.

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  • OXO—win and share the love

    OXO—win and share the love

    OXO’s packaging is iconic, but the promotion text is ridiculously small, unreadable, contains typos, inconsistent terms, and confusing design—definitely needs proofreading and clearer communication.

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  • Quavers—win a trip to Hollywood

    Quavers—win a trip to Hollywood

    Quavers, Wotsits, and Monster Munch offer a Minecraft Movie promo with a Hollywood trip prize. Enter online with a hard-to-find code. Ends 18 May 2025.

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  • Bisto—win a blue diamond

    Bisto—win a blue diamond

    The Wallace and Gromit collaboration aligns well with Bisto’s British identity, but illegible terms and a receipt requirement hinder entry. The promotion ends 14 April 2025.

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