Xtendr transformed Britannia Jim Jam Pops’ packaging into a destination of endless fun—where every pack could transform your reality into a carnival of play and discovery.

Built as a connected packaging experience, a simple scan unlocked a phygital treasure hunt.

Users explored their surroundings to discover and collect hidden Jim Jam Pops biscuits, turning their environment into a playful game space. Designed for intuitive participation, the experience drove over three minutes of average engagement, encouraging repeat play.

By turning packaging into a game-led, phygital destination, the campaign redefined how brands can transform simple products into immersive entertainment platforms.