Premier Foods Convenience has announced the launch of its Summer of Cricket campaign for the third year in a row, giving independent retailers the chance to win prizes and give back to their local communities.
What is new in Premier Foods 2025 campaign?
New for this year, Premier Foods has partnered with Chance to Shine, a registered UK charity that inspires young people through the game in state schools and underserved communities. The firm said the new collaboration would give retailers the opportunity to help more children discover a love for cricket and develop essential life skills like confidence, teamwork, and resilience.
How can retailers take part in the campaign?
The campaign will be split out into three phases, running over the course of the summer. The first phase gives retailers the chance to win a Chance to Shine Cricket Engagement Day for a school in their local area when they purchase five cases of qualifying Premier Foods products, running from now until 19th June in Bestway and 2nd June – 22nd June for Unitas Wholesale members.
These include household favourites such as Sharwood’s, Ambrosia, Batchelors, Bisto, OXO, Loyd Grossman, FUEL10K and McDougalls.
Bestway retailers will be entered automatically when they purchase five cases of qualifying products, and Unitas Wholesale members can enter by uploading their receipt via QR codes in depot or online. Premier Foods will also donate 10p to Chance to Shine for every case purchased throughout the promotional period, up to a maximum donation of £10,000.
Phase two will run from 20th June – 17th July in Bestway and 23rd June – 13th July for Unitas Wholesale members, whereby two retailers will have the chance to win a meet-and-greet and training session with England cricketer Jos Buttler for themselves and their local Chance to Shine Street Cricket Club.
Retailers can enter every time they buy five cases of qualifying Premier Foods products and upload their receipt via QR code or online, with the sessions taking place in London or Manchester.
The third and final phase of the campaign, live from 18th July – 14th August in Bestway and 14th July – 3rd August for Unitas Wholesale members, will give two retailers the opportunity to win an all expenses paid trip to India to meet former Indian cricketer Dinesh Karthik when they enter the competition upon purchasing five cases of qualifying products and upload their receipt via QR code or online. The prize includes flights, accommodation and a training session with Karthik for the winners and a plus one, between January and March 2026.
Why is this campaign important for UK retailers?
“At Premier Foods we want to recognise the incredible work independent retailers do week in, week out by giving them the chance to enjoy amazing experiences. We know cricket is a passion point for a number of independent retailers, so the Summer of Cricket campaign continues to be a fantastic fit for us,” Robert Craven, Customer Controller Wholesale & Convenience at Premier Foods, commented.
“What’s more, we know that giving back to their communities is a top priority for retailers, and by working with Chance to Shine this year we’re giving them a great way to do just that – by helping Chance to Shine achieve its mission of giving every child access to sport, regardless of their background. It means that this year we’re not only giving retailers the opportunity to win a truly unique experience for themselves, but their community too.”
T&Cs and restrictions for the promotions within the Summer of Cricket campaign can be found here.
