Cadbury is bringing back its Big Win-Win promotion, offering cash prizes to both shoppers and independent convenience retailers as part of a six-month campaign running from March to August.
The initiative will see a total prize pot of £100,000 up for grabs, with £50,000 specifically allocated to retailers who are nominated by winning customers. The promotion spans Cadbury’s singles and duos range, including popular lines such as Cadbury Twirl, Cadbury Dairy Milk and Cadbury Wispa, across both price-marked packs and non-PMP formats.
Under the mechanic, shoppers can enter by purchasing a participating product and submitting details online, including the pack’s barcode and batch code. Winners are then invited to nominate their favourite local convenience store, which will receive a matching cash prize.
In total, there are 100 prizes available, comprising 25 awards of £1,000, 25 of £500 and 50 of £250, shared between shoppers and their chosen retailers.
Clotilde Darie Lheureux, Cadbury Pick Me Up brand manager at Mondelēz International, said the campaign is designed to recognise both consumers and the independent retailers that support the brand.
“From our retail partners to our loyal shoppers, Big Win-Win is our way of saying thank you for the role they play in Cadbury’s story, while creating moments of shared joy and success where it matters most,” she said.
Previous winners have highlighted the community impact of the initiative, with independent retailers benefiting not only from the cash prize but also increased customer loyalty.
Devshi Sisodia, owner of Gunness Food and Wine and a 2024 winner, said being nominated by a regular customer was “excellent news” and helped strengthen ties with the local community.
“It made me feel really good. I spent the money on a treat, and it helped towards paying my tax bill! I would recommend all retailers get involved in The Big Win-Win, as it really helps bring retailers and their communities together,” Sisodia said.
Max Bashir, owner of Go Extra MiddlesboroughPhoto: Handout
Another former winner, Max Bashir, owner of Go Extra Middlesborough, said: “It was fantastic to be a Winner in Cadbury Big Win-Win promotion, it meant a lot to us to know we had been nominated by a customer for a prize, it is really special. What’s more is that it’s really easy to be part of the activity, just stock Cadbury singles and use the Cadbury display materials, what could be easier? I would encourage all retailers to get involved in Big Win-Win. It’s great to have a promotion focused on independent convenience stores.”
Cadbury will support the campaign with a multi-channel marketing push, including out-of-home advertising, digital activity, social media and PR, alongside a range of point-of-sale materials available to retailers through Mondelēz representatives.