There were paper ones pushed behind the normal label on the jar, kids (like me), collected them and ultimately, when you had a certain number, you sent them off to Robertsons and they sent you a colourful metal badge that your wore on your jacket or whatever. If you ate enough jam you could collect lots of different Gollies.
Of course it was really a secret ploy carried out by the NF and others to turn all the kids of that time into racists, just hiding behind the pretence of being nice shiny badges for kids to collect.
Seem to remember lots of other similar badges were around at that time, sad I know but there were no computer games (no computers!) at that time. we also collected stamps and football cards from packets of gum.
P.S. If you carried on collecting the metal badges for 10 years or so, you would probably have enough to swap em for a knackered old BSA Bantam on your 16th birthday.
