Mondelēz International is introducing a unique campaign this month, giving consumers the chance to win cash prizes for themselves, and a matching cash prize to help their local independent retailer. The Big Win Win on-and off-pack promotion is running from the end of February to mid-May, inviting consumers to nominate their local corner shop for the chance to win a generous cash prize to match their own. With many shoppers feeling the pinch during the cost-of-living crisis, the Big Win Win campaign has been developed to give both consumers and retailers the opportunity to win big!
Entering couldn’t be simpler: consumers purchase a participating Cadbury product, go to http://bigwinwin.cadbury.co.uk and enter their details and those of their local independent store for the opportunity to win a matching cash prize. With fifty prizes of £1,000 and another fifty prizes of £500 up for grabs, 100 retailers have the chance to win.
In addition, five retailers will also have the opportunity of gaining an additional £100-worth of Cadbury singles stock* if they’re a registered member of Mondelēz International’s new retailer-facing website, Snack Display. All they’ll need to do is register or log in to www.snackdisplay.co.uk and fill out the entry form to be entered into the prize draw.
Shopping locally is becoming increasingly important to consumers. In difficult economic times some shoppers prefer to keep local in order to save on fuel costs and focus on small basket spends to help manage budgets. 78 per cent of shoppers believe that supporting local retailers is key, while 60 per cent of convenience shoppers say they would spend more locally if new products were introduced and highlighted to them.
“We understand that many people have experienced challenging times in recent years, so we, as Cadbury, have a uniquely generous way to give back to hard-working independent retailers across the nation,” said Frederike Grohmann, brand manager for Cadbury Singles at Mondelēz International. “We want to give your shoppers a way to extend the opportunity to others, because winning feels good, but winning together feels even better. We hope the Big Win Win campaign will encourage communities to come together and offer support to their local independent stores in these turbulent times.”
The promotion is available across Cadbury’s full Singles and Duo’s range, including both PMP and non-PMP formats. Special packs will be available across very top sellers, such as Cadbury Twirl, Cadbury Dairy Milk and Wispa in both PMP & non-PMP formats. The campaign will also be activated off-pack across Cadbury’s full singles and duos range. Single pack formats make up a third of the confectionery market and are highly impulsive, fuelling their iconic presence on British high streets. Chocolate singles account for 56 per cent of value sales of all singles, so retailers should be sure to stock up on the full Cadbury singles range to take advantage of this promotion in their store.
The competition will also be promoted to consumers through extensive PR, digital, outdoor advertising, and social media activity to drive visibility, encourage purchase and create excitement. The campaign will include personalised proximity advertising close to independent stores, and retailers will also feature in the digital materials to emphasise the importance of shopping locally. Finally, Mondelēz International will be helping retailers to take advantage of this hype in store with brand-new POS material to capture shoppers’ attention.
*£100-worth of stock at retail value
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