Contest and give away prizes are effective practices marketers use to entice children and increase the sales. Cereal companies are renowned for contest and giveaway prizes, directly targeted at children. Similar to fast food, cereal companies generate excitement around their brand through the use of toys and games. Competition based advertisement can increase sales traffic as consumers believe the more they buy the higher their chances of winning are. This is also effective when the prized toy is a mystery and children have to buy the product to find out what it is. An example of this is the Weetbix All Black campaign, where Weetbix released All Black collector cards. Weetbix was able to engage their targeted audience, young boys, to want to purchase Weetbix so they can get the nationally loved rugby team's trading cards. By collecting and trading the cards also enhances social benefits for young children. By using rewards schemes Weetbix has encouraged children to choose a healthier cereal for breakfast. This is counteractive towards competitive sugar based cereal brands thus benefiting both Weetbix and children.