Cadbury is partnering with its agency of record VCCP to relaunch its integrated “The Big Win Win” campaign, which spotlights local shops, for the second consecutive year.
The national campaign provides consumers with the chance to support their local corner shop by purchasing their favourite Cadbury chocolate bar, giving them the opportunity to win cash prizes for themselves and to nominate a local shop to receive an equal amount.
For Cadbury’s 200th year anniversary, which has seen a major generosity-focused campaign (itself telling the timeless story of a kind shopkeeper) across print, OOH, video and more, the prize pool has been upped to £200,000.
Running from today (April 5) until May 3, the campaign will appear across OOH, radio and social media including YouTube.
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“How long have you known your local shopkeeper? For me, it’s about 12 years. And for others it can be almost a lifetime. So to have a competition like the Big Win, that recognises and rewards this unique connection we share, is really quite something,” said VCCP London creative director Richard Nott.
“That’s why, for this campaign, we wanted to capture that feeling of a shared win in a way that’s every bit as intimate and real as these relationships are themselves,” he continued.
Cadbury senior brand manager Amy Lucas added: “Corner shops have always played a vital role within our local communities.”
“In our 200th year it felt right to continue to show our ongoing support to those who have been with us since the beginning and once again give customers the chance to win cash prizes for them and their shopkeeper.”
