In a move reminiscent of Willy Wonka's golden tickets being hidden in chocolate bars, Streets has come up with a new campaign for its Cornetto product.

The Proof 2 campaign, being kicked off today, encourages consumers to hunt for one of 10,000 Samsung S2 Pebble MP3 players randomly vacuum sealed and placed inside replica frozen Streets Cornetto cones.


A world-first, the 2009 activity follows on from Streets Cornetto's award-winning 'Proof' campaign in 2008 which introduced executioner Terry Hatchet to audiences through a television and digital program of activity.

Streets marketing director, Andrea Martens, believes the new Proof campaign will take innovation in the Australian ice-cream to the next level.

"It's never been done before," said Martens. "With the success of last year's campaign we knew we needed to come up with something that was not only 'out-of-the-box' but would truly engage with our target audience in their own environment and send them charging to their nearest store to take advantage of this unique offer."

Winning cones will also contain a unique code which consumers will need to register along with their details, via phone or internet to receive the full prize package valued at more than $60.

Each winner will also be able to immediately redeem their free Cornetto by tearing off the relevant section of the redemption card and handing it in at participating stores.

Winning cones can be found in all variants of Streets Cornettos sold in convenience, grocery and corner stores nationwide from the January 15 until April 30.

The Proof 2 campaign will be supported by a television commercial, outdoor advertising and a full digital program which kicks off in February.