In the UK, Cadbury “share” sized chocolate bars consist of 40 tiny squares that can easily be broken off and distributed among friends, family members, and coworkers. Most of us would probably be quick to think of dividing up the tiny morsels equally among everyone. A new limited-edition packaging campaign suggests a more equitable, merit-based approach.

The advertising campaign, called “Made to Share,” was developed by VCCP London, with packaging by Bulletproof, and takes several group tasks, like a road trip, business presentation, birthdays, cooking, and group chats, and uses the different roles to create suggested share sizes based on each person’s contribution. For meals, half the bar is designated towards the one who cooks, 3/8ths for the person who cleaned up, and 1/8th leftover for whoever just sat down to eat.