Cadbury is launching a new integrated campaign, The Big Win-Win, celebrating local corner shops and the work they do for their communities.
In the form of a nationwide competition that will see people win money for themselves and their local shopkeeper, this will also bring the focus back to the core range of single Cadbury chocolate bars often picked up at local retailers.
A 15” film has also been created for Cadbury owned social media channels which features real shopkeepers and their establishments, interacting with customers over a day.
Victoria Grzymek, Senior Brand Manager at Cadbury, says: “Corner shops play a vital role in our communities and we want to show how much we support them and give people the chance to celebrate their local shopkeeper.”
“They have been there for us over the last few years and deserve the recognition for getting us through tough times. Cadbury at its core is about enabling acts of generosity and bringing people together, and this campaign was based on the insight that winning together is better.”
Cadbury worked with VCCP’s Retail Experience team, its product and service innovation company, Bernadette and content production studio, Girl&Bear to create OOH, retail creative and social elements as well as a dedicated campaign website.
Angus Vine, Creative Director at VCCP, says: “Not only are people getting the chance to give back but they will also enjoy some delicious chocolate. Cadbury wants to spread joy across the nation and we are happy to be part of this journey. Corner shops need our support and this campaign offers the opportunity to do just that.”
When buying a participating Cadbury singles chocolate bar, customers can head to the campaign website to enter the aforementioned competition. They can fill in their details, enter the barcode and batch code found on pack and press submit.
They will then receive an email and will need to click on the link in the email to confirm their email address and find out if they have won a cash prize for them as well as cash for their local corner shop.
The campaign will run from today until 14th May across multiple channels including OOH, retail creative and across social channels Meta and YouTube, with the wrap up prize draw finishing on 15th August.
It is being supported by a consumer PR campaign run by Ogilvy PR.