Chocolate brand Cadbury has announced it’s bringing back the successful Fingers Crossed on-pack promotion for Cadbury Fingers, this time with even more opportunities for consumers to win cash prizes up to £20k.
Now in its third year, the promotion “continues to drive brand growth by generating shopper engagement through added value mechanics,” Cadbury said.
The 2025 promotion helped deliver incremental sales with the campaign generating +15% uplift, primarily driven by pricemarked pack (PMP) sales.
Shoppers have two chances to win when they purchase a promotional pack of Cadbury Fingers. If they find a crossed finger biscuit inside with a winning ticket, they could win a cash prize up to £20k.
Shoppers also have the opportunity to win thousands of instant cash prizes by scanning the QR code on packs and entering the barcode and batch code at fingerscrossed.cadbury.co.uk to find out how much they’ve won.
Georgia Hartley, junior brand manager for Cadbury Biscuits, said: “After reaching a media audience of over 49m people in 2025, we’re building on that momentum to drive engagement in stores.
“We’re encouraging retailers to stock the full range of Cadbury Fingers products to fully capitalise on this standout campaign and unlock incremental biscuit sales.”
Live now and running until 1 July, promotional packs within the promotion include Cadbury Dairy Milk Fingers 114g, their 114g PMP equivalents, White Fingers 114g and the Dairy Milk Fingers 189g Family Packs.
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