Premier Foods Convenience is giving independent retailers the chance to win epic prizes and give back to their local communities as it launches its Summer of Cricket campaign for the third year in a row.
New for this year, Premier Foods has partnered with Chance to Shine, a registered UK charity that inspires young people through the game in state schools and underserved communities. The collaboration gives retailers the opportunity to help more children discover a love for cricket and develop essential life skills like confidence, teamwork, and resilience.
The campaign will be split out into three phases, running over the course of the summer. The first gives retailers the chance to win a Chance to Shine Cricket Engagement Day for a school in their local area when they purchase five cases of qualifying Premier Foods products, running 19 June in Bestway and from 2-22 June for Unitas Wholesale members. These include household favourites such as Sharwood’s, Ambrosia, Batchelors, Bisto, OXO, Loyd Grossman, FUEL10K and McDougalls.
Bestway retailers will be entered automatically when they purchase five cases of qualifying products, and Unitas members can enter by uploading their receipt via QR codes in depot or online. Premier Foods will also donate 10p to Chance to Shine for every case purchased throughout the promotional period, up to a maximum donation of £10k.
Phase two will run from 20 June to 17 July in Bestway and 23 June to 13 July for Unitas members, and two retailers will have the chance to win a meet-and-greet and training session with England cricketer Jos Buttler for themselves and their local Chance to Shine Street Cricket Club. Retailers can enter every time they buy five cases of qualifying Premier Foods products and upload their receipt via QR code or online, with the sessions taking place in London or Manchester.
The final phase, live from 18 July to 14 August in Bestway and 14 July to 3 August for Unitas members, will give two retailers the opportunity to win an all expenses paid trip to India to meet cricketing legend, Dinesh Karthik, upon purchasing five cases of qualifying products and upload their receipt via QR code or online. The prize includes flights, accommodation and a training session with Dinesh for the winners and a plus one, between January and March 2026.
“We want to recognise the incredible work independent retailers do week in, week out by giving them the chance to enjoy amazing experiences.”
Robert Craven, customer controller, wholesale and convenience at Premier Foods, said: “We want to recognise the incredible work independent retailers do week in, week out by giving them the chance to enjoy amazing experiences. We know cricket is a passion point for a number of independent retailers, so the Summer of Cricket campaign continues to be a fantastic fit for us.
“What’s more, we know that giving back to their communities is a top priority for retailers, and by working with Chance to Shine this year we’re giving them a great way to do just that. It means that this year we’re not only giving retailers the opportunity to win a truly unique experience for themselves, but their community too.”
T&Cs and restrictions can be found here.
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