The Big Win-Win! Cadbury gives the nation the chance to win a cash prize not only for themselves but for their local shop through a nationwide competition.

This year to support the humble local corner shop and the work they do for their communities, Cadbury with the help of global agency of record, VCCP, is launching a new integrated campaign, ‘The Big Win-Win’.

In the form of a nationwide competition, 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. Newsagents are there for people day and night, through thick and thin and also got the nation through the Covid-19 lockdown. With their latest campaign, Cadbury wants to recognise and champion them as a stalwart pillar of British society.

The campaign will bring the focus back to the core range of single Cadbury chocolate bars often picked up in local shops. As well as highlighting the generous mechanic of ‘winning together’ and amplifying shared human stories.

With corner shops at the core, every creative angle has been covered to inspire shoppers and shopkeepers alike. Simple and bold packaging and supporting POS has been designed to be engaging and stand out on the shelf. The fist bump featured is a modern representation of the partnership between the people and their local shopkeepers. The typography mimics the informal communications that you have in local shops. It is made to feel human, while utilising Cadbury branding. Social and outdoor creatives are location sensitive, meaning consumers are targeted with dynamic ads that call out nearby participating retailers. This makes the campaign feel personal and builds Cadbury’s inherent role to inspire people to be more generous.

A 15” film has also  been created for Cadbury owned social media channels which features real shopkeepers and their establishments, interacting with customers over a day, making it feel truly local. The film introduces the ‘Big Win-Win’ campaign, letting people know how they can win money for themselves and their local retailer.

Find out more on VCCP.