LONDON, UK — Cadbury, in partnership with its global agency of record VCCP, has relaunched the integrated campaign “The Big Win Win” for the second consecutive year, supporting local shops and their vital role within communities.
“The Big Win Win” is a nationwide campaign designed to foster generosity and community spirit. It allows consumers to support local shops by purchasing their favorite Cadbury chocolate bars while also allowing them 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 £200k.
The campaign continues to bring focus back to the core range of single Cadbury chocolate bars often picked up in local shops. It also highlights the generous mechanic of ‘winning together’ and amplifying human connection.
VCCP’s global content creation studio, Girl&Bear, worked with award-winning director and filmmaker Angelo Cerisara and Biscuit to bring “The Big Win Win’s” social-first AV to life. Designed to look like CCTV footage, the film shows a shopkeeper greeting a customer with excitement as she tells them they’ve both won. As the two celebrate together, viewers see their shared joy and the mutual benefit they experience from the prize. The campaign also includes special OOH assets supporting small businesses, calling out the names of nearby participating corner shops alongside a full D/OOH program.
When buying a participating Cadbury singles chocolate bar, customers are encouraged to scan the QR code on the pack to visit the campaign website and enter. All they then need to do is fill in their details, enter the barcode and batch code found on the pack, and press submit. They will then receive an email and need to click on the link in the email to confirm their email address and find out if they have won a cash prize for them and 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.
Richard Nott, Creative Director at VCCP London, said, “How long have you known your local shopkeeper? For me, it’s about 12 years. For others, it can be almost a whole lifetime. 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.”
Amy Lucas, Senior Brand Manager at Cadbury, 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 local shopkeeper. The 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.”
Cadbury worked with creative digital agency Bernadette and global content production studio Girl&Bear to create OOH, retail creative and social elements, as well as a dedicated campaign website.
The campaign will run from today until May 31 across multiple channels, including OOH, Radio, and Social such as YouTube. It is being supported by an influence campaign run by Ogilvy PR, social from Elvis, and media planning and buying managed by Publicis Media.
CREDITS
CAMPAIGN TITLE: Cadbury Big Win Win
CLIENT: Mondelez
SENIOR DIRECTOR: Elise Burditt
MARKETING MANAGER: Victoria Grzymek
SENIOR BRAND MANAGER: Amy Lucas
JUNIOR BRAND MANAGER: Sarah Walker
ADVERTISING AGENCY: VCCP
CREATIVE DIRECTOR: Richard Nott
CREATIVE TEAM: Tomás Azoubel Lima & Ana Marques
CREATIVE TEAM: Sarah Lisgo & Agatha O’Neill
EXECUTIVE CREATIVE DIRECTOR: Chris Birch
EXECUTIVE CREATIVE DIRECTOR: Jonny Parker
GROUP MANAGING DIRECTOR: David Boscawen
MANAGING PARTNER: Matt Smith
SENIOR ACCOUNT DIRECTOR: Catherine Tilley
ACCOUNT MANAGER: Maddie Jones
GROUP PLANNING DIRECTOR: Ollie Gilmore
PLANNING DIRECTOR: Andy Nicholls
SENIOR PLANNER: Scott Isaac
AGENCY TV PRODUCER: Simon Plant
AGENCY CREATIVE PRODUCER: Patrick Smith
DESIGNER: Bedirhan Akcan
SENIOR DESIGNER: Jessica Steimer
ARTWORKER: Liam Leal, Toby Kadir, Sam Weight
POST PRODUCER: Finlay Macaulay
POST: Fernando Vera
MEDIA BUYING AGENCY: Publicis
MEDIA PLANNER: Avelina Joseph & Sophie Cheshire
PRODUCTION COMPANY: Biscuit
DIRECTOR: Angelo Cerisara
EDITOR: Paul O’Reilly @ Shift Post
EXECUTIVE PRODUCER: Sam Chitty
PRODUCER: Polly Du Plessis
POST-PRODUCTION COMPANY: No.8
POST PRODUCER: Kren Noden
COLOURIST: Tim Smith
AUDIO POST-PRODUCTION COMPANY: No.8
SOUND ENGINEER: George Castle
BERNADETTE TECHNICAL DIRECTOR: Phil Beaman
BERNADETTE PROJECT DIRECTOR: Bobby Parmar
BERNADETTE CREATIVE DIRECTOR: Gilles Bestley
BERNADETTE PROJECT MANAGER: Francesco Segramora
BERNADETTE DESIGNER: James Ring
BERNADETTE SENIOR DEVELOPER: Gustavo Rodrigues
PR & SOCIAL: Ogilvy PR & Elvis
