Fuel has become so valuable that it’s made it into the prize bank for a chocolate on-pack promotion. On May 14 Nestlé Confectionery’s Yorkie brand is launching a promotion offering shoppers the chance to instantly win a full tank of fuel.

Chocolate lovers will have 100 chances to instantly win fuel via promotional packs, plus there are 50 additional chances to win a full tank online along as well as the chance to win free Yorkie bars.

The promotion will be supported by £1.7m media spend, which includes a new TV advertising campaign.

Nestlé UK trade communications manager Graham Walker said: “The Yorkie Fuel promotion is designed to have strong appeal with Yorkie’s target consumer of young men; with the prize of a full tank of fuel particularly motivating and relevant due to its current high prices.

“This is a great opportunity for retailers to drive impulse sales. With 39% of crisps & snacks and 31% of soft drinks bought together with confectionery, Yorkie should ideally also be dual sited with one of these categories to maximise sales.”

The promotion features on Yorkie Milk (rrp 56p) and Yorkie Raisin & Biscuit (rrp 56p) singles, as well as Yorkie Duo (rrp 71p) packs.