Cadbury is launching an integrated campaign to promote ‘The Big Win Win’ promotion for the second consecutive year, as part of the Mondelēz International brand’s commitment to support local shops and their role within communities.
Devised by global agency of record VCCP, Big Win Win is designed to give consumers the chance to support local shops by purchasing their favourite Cadbury chocolate bars, while also giving them the chance to win cash prizes for themselves and nominate a local shop to receive an equal amount. Additionally, in celebration of Cadbury’s 200th anniversary, the prize pool has been boosted to £200,000.
The activity continues to bring focus back to the core range of single Cadbury chocolate bars often picked up in local shops, as well as highlighting the chance of ‘winning together’ and amplifying human connection.
VCCP’s global content creation studio Girl&Bear worked with director and filmmaker Angelo Cerisara and Biscuit to bring The Big Win Win’s social-first film to life.
Designed to look like CCTV footage, it shows a shopkeeper greeting a customer brimming with excitement as she tells them that they have both won.
The campaign also includes out of home assets which further support small businesses, calling out the names of nearby participating corner shops alongside a full digital outdoor programme.
It is being supported by an influence campaign run by Ogilvy PR, social from Elvis and media planning and buying managed by Publicis Media.
When buying a participating Cadbury singles chocolate bar, customers are encouraged to scan the QR code on pack to visit the campaign website bigwinwin.cadbury.co.uk to enter. All they then need to do is fill in their details, enter the barcode and batch code found on pack and press submit.
They will then receive an email and will need to click on the link to confirm their email address and find out if they have won a cash prize for them as well as cash for their local corner shop. An entry is only made when an entrant has clicked on the link in their email to verify their email address.
Cadbury senior brand manager Amy Lucas said: “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 local shopkeeper.
“This campaign is based on the insight that winning together feels better and having heard the wonderful previous winners’ stories, we wanted to make sure our assets this year really captured that sentiment.”
VCCP London creative director Richard Nott added: “How long have you known your local shopkeeper? For me, it’s about 12 years. And for others it can be almost a whole lifetime. So to have a competition like the Big Win Win, that recognizes and rewards this unique connection we share, is really quite something.
“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.”
Related stories
Cadbury Dairy Milk runs first ‘glass and a half’ radio ads
Cadbury fuels daughter and dad love with new TV spot
VCCP lands IPA Effectiveness grand prix for Cadbury
Cadbury Fingers urges UK to ‘come together’ with BSL
Cadbury unleashes major blitz for new mystery bars
Cadbury recruits Aussie army to big up Caramilk brand
