By unwrapping a pink foil-wrapped Cadbury bar, 30 winners will receive a hand-made sculpture of whatever it is that brings them joy made out of Cadbury chocolate, plus a joyful surprise worth up to £5,000.

In addition, one in eight promotional packs will win a free chocolate bar. The launch will be supported by a £3m UK marketing investment, including PR, digital and social activation, out of home close to stores, and pos.

“We’re tapping into consumer trends for personalisation and the desire for once-in-a-lifetime experiences rather than material objects, and we hope that will get customers to increase their confectionery spend for a greater chance of winning,” says Matthew Williams, marketing director at Mondelez International.