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CadburyBig Win Win

Image of the chocolate bar and the website on mobile

Are you someone that gets chatting to your local corner shopkeeper?



In the form of a nationwide competition, The Big Win Win aimed 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. Through this campaign, Cadbury wanted to recognise and champion them as a stalwart pillar of British society.

Photo of the chocolate bar being scanned


The Big Win Win brought 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 was covered to inspire shoppers and shopkeepers alike. Simple and bold packaging and supporting POS was 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. Social and outdoor creatives were location sensitive, meaning consumers were targeted with dynamic ads that called out nearby participating retailers. This made the campaign feel personal and builds Cadbury’s inherent role to inspire people to be more generous.

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Cadbury at its core is about enabling acts of generosity and bringing people together, and this campaign was based on the insight that winning together is better.

Cadbury Marketing

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The UK has had 78,317 entries and 92 winners, which represents a success rate of just over 0.1%, meaning that roughly one in every 855 entries has been a winner. The ROI has received 23,436 entries and 58 winners, with a success rate of approximately 0.25%, meaning that one in every 400 entries has resulted in a win. In terms of website visits, the ROI has received significantly more traffic than the UK, with 121,319 visits compared to 58,927.


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