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Cadbury offers customers a chance to split a cash prize with their local corner shop

A Cadbury Instagram post asks: "Who else is besties with their local shopkeeper? 👯‍♂️🤝🍫" Underscoring how corner shops can be a vital part of a neighborhood’s fabric, Cadbury's new Big Win-Win promotion gives customers a chance to win a cash prize to share with their favorite local shopkeeper. The one who knows their name, sees them at their best and worst and can probably guess what they'll buy the moment they walk in.

With each purchase of a Cadbury chocolate bar, customers can enter to win a cash reward to split with their trusty convenience store. After entering their details and the barcode and batch code of a participating product on Cadbury's website, participants are instantly notified if they've won GBP 1,000 or GBP 500. Fifty prizes of each amount can be won through 14 May 2023. Winners will receive the cash for themselves, and the independently-owned store will receive the same amount.

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It's not unusual for neighbors to be strangers, but they might be on a first-name basis with the people behind the counter at their nearest convenience store. Open long hours, including weekends and holidays, and stocking a wide variety of products, corner shops can anchor a neighborhood. They offer a friendly and familiar face alongside gallons of milk and late-night candy bars. Cadbury's campaign taps into the enduring human need for community and belonging. And tacks on a layer of generosity with its promise of a shared win.