On the last MBA course we discussed companies that expect you to go to great lengths just to take part in a promotion. A bit like the mineral company that expects you to drink huge amounts of water just to get a stuffed toy, here is another promotion that really does ask too much of its customers: hanuta (hazelnut snacks).

I decided to work out what this promotion involves…

1) collect at least 60 points for a German football shirt, or 150 points for a sports jacket. My calculation: that is equivalent to 360 Hanuta snack bars, or nearly 900 for the jacket.

2) Do this before June 30th. Given the date, that is around 10.3 hanuta bars a day. That – I am sorry – is a lot. (The fan wear promotion is linked to other company brands like Nutella, so of course you can always get fat on other brands instead, but the equation is more or less the same.)

3) Go to their website or spend ages walking around shops to find a sticker book to collect tokens in. Then send them (at your own expense) to the address on the pack.

Are the people who manage hanuta mad? You may have loyal customers, but not THAT loyal! Place your bets… will it work, or not? (may I help you: no).

Or is this about promoting the brand as being more sporty and encouraging people to get involved in sport? Good luck. After 900 chocolate snacks in 87 days I think I’d be in no fit state to.