Anyone with a sweet tooth might do any number of things for a taste of chocolate. Looting protected archaeological sites probably should not be one of them.

That apparently was not so obvious to the British candy maker Cadbury.

The company recently marketed its Freddo Treasures chocolates with an advertising campaign that urged consumers to “grab your metal detector and go hunting for Roman riches” and other artifacts at specific sites around Britain and Ireland.

A website for the campaign suggested that adventurers “dig up Viking silver on the River Ribble,” “hunt for precious rings in Fermanagh” and “mine for Saxon gold in Chelmsford, Essex.”

“Are you willing to get your hands dirty to discover more?” the website asked, effectively comparing the act of opening a box of chocolates to searching for ancient relics. At certain sites, the ad campaign said, “the treasure’s fair game.”