Cadbury’s has unveiled its latest campaign ‘The Big Win-Win’ which aims to celebrate the ‘iconic British staple’ – local corner shops.
Developed by creative agency VCCP, the integrated campaign comes in the form of a nationwide competition that offers chocolate fans the opportunity to win a cash prize of £500 or £1,000 for them and their local corner shop.
Select Cadbury chocolate bars will have barcodes for consumers to scan once they have bought the products.
According to VCCP, the campaign aims to spread ‘levity and generosity’ to chocolate lovers across the country, ‘and most importantly, to reward the heroes that keep the UK going – local corner shops’.
An accompanying 15-second film – which features real shopkeepers and their establishments – will also feature across the brand’s social channels on Meta platforms and YouTube.
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“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,” Cadbury senior brand manager, Victoria Grzymek, said. “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.”
Supported by a consumer PR campaign run by Ogilvy PR, the campaign will also roll out via out-of-home (OOH) platforms and retail creative- created by VCCP’s Retail Experience team, Bernadette and Girl&Bear.
VCCP creative director Angus Vine added: “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.”
