Quality Street and Monopoly have teamed up on an on-pack promotion for Christmas.
As part of the collaboration, promotional tubs will contain a ‘chance card’, giving shoppers the chance to win one of 5,000 Monopoly: Quality Street Edition board games.
They will also be entered into a draw for thousands of cash prizes, including a top prize of £20,580 – equivalent to all the money in the Monopoly bank.
The limited-edition gameboard features an octagonal design inspired by Quality Street’s famous tubs and tins. Players make their way around sweet-inspired locations such as Caramel Swirl Way and Green Triangle Gardens.
The game’s traditional stations have also been reimagined to reflect locations linked to Quality Street, including Halifax, where the chocolates have been manufactured since 1936.
The tie-up brought together “two household brands that have sat at the centre of British family traditions for decades”, said Quality Street owner Nestlé.
“Quality Street has been bringing people together at Christmas for generations, and we’re always looking for new ways to add a little extra magic to those special moments,” said Beth Lucas, marketing director for Nestlé Confectionery UK & Ireland.
“Partnering with Monopoly, another iconic part of family celebrations, felt like a natural fit. We love that the bespoke gameboard has even been designed with space in the centre for a tub of Quality Street, making it the perfect companion for festive games nights this Christmas.”
Quality Street, which celebrates its 90th anniversary this year, has not made any size changes to its tubs this Christmas. Meanwhile, rival Cadbury has shrunk its Roses and Heroes tubs by 13.6%, as reported by The Grocer in August.
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