Cadbury has relaunched its integrated ‘Big Win Win’ campaign for the second consecutive year to support local businesses within their communities.

In partnership with creative agency, VCCP, the campaign is designed to foster generosity and community spirit.

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It also provides customers with the chance to support local shops by purchasing the FMCG giants chocolate bars, 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 £200,000.

The campaign also features OOH advertising which further supports small businesses, calling out the the names of nearby participating corner shops alongside a full D/OOH programme.

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.

“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.”

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 recognises 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.”