Score Big with Cadbury and Maynards Bassetts ‘Win the Captain’ Consumer Promotion

Cadbury is teaming up with Maynards Bassetts this summer in their biggest promotion yet, offering shoppers the chance to win a once-in-a-lifetime experience with an international football captain.

The Win the Captain promotion includes over a hundred product lines across the Cadbury and Maynards Bassetts portfolio including tablets, bags, singles, multipacks, large bags and biscuits ranges. The campaign includes both an on and off pack promotion. Please see below for a full list of participating products.

The campaign will run from May until July and will give consumers the opportunity of an unforgettable day with one of football’s finest. The line-up includes Eden Hazard, Virgil Van Dijk and Harry Kane. There’s also a chance for consumers to get their hands-on thousands of other fantastic experiences on offer, such as stadium tours, esports and bubble football games. Consumers can really look forward to their prizes, which can be taken at their own convenience1.

Cadbury Dairy Milk, Cadbury Twirl, Cadbury Wispa, Maynards Bassetts Wine Gums, Cadbury Fingers plus more, will feature a compelling on-pack mechanic inviting shoppers to purchase. Other participating SKUs will instead have an off-pack promotion. All consumers need to do is head to and enter the barcode and batchcode from their purchased product to be in with a chance of winning.

To get involved and to create real excitement and theatre in store, around the launch of the Win the Captain campaign simply display participating stock.

The launch will be supported through a digital media campaign.

Product information

  • Cadbury Dairy Milk Giant Buttons
  • Cadbury Dairy Milk Caramel Nibbles
  • Cadbury Twirl Bites
  • Cadbury Bitsa Wispa
  • Cadbury Darkmilk Giant Buttons
  • Cadbury Bournville Buttons
  • Cadbury Oreo Bites
  • Cadbury Picnic Bites
  • Cadbury Fudge Minis
  • Cadbury White Giant Buttons
  • Cadbury Curly Wurly Squirlies
  • Cadbury Mixed Buttons
  • Cadbury Orange Giant Buttons
  • Cadbury Dinky Decker
  • Cadbury Crunchie Rocks
  • Cadbury White Giant Buttons
  • Cadbury Flake
  • Cadbury Wispa
  • Cadbury Crunchie
  • Cadbury Twirl
  • Cadbury Picnic
  • Cadbury Double Decker
  • Cadbury Dairy Milk
  • Cadbury Boost
  • Cadbury Dairy Milk Caramel
  • Cadbury Wispa Gold
  • Cadbury Bournville
  • Cadbury Darkmilk
  • Cadbury Medley
  • Cadbury Fruit and Nut
  • Cadbury Oreo Sandwich
  • Cadbury Daim
  • Cadbury Wholenut
  • Cadbury Fingers
  • Cadbury Roundie
  • Cadbury Snacks cake
  • Cadbury Brunch
  • Maynards Bassetts Wine Gums
  • Maynards Bassetts Jelly Babies
  • Maynards Bassetts Liquorice Allsorts
  • Maynards Bassetts Sports Mix
  • Maynards Bassetts Wine Gums Tangy
  • Maynards Bassetts Soft Jellies Wild Safari
  • Maynards Bassetts Soft Jellies Fizzy Fish
  • Maynards Bassetts Midget Gems
  • Maynards Bassetts Football
  • Cadbury Eclairs
Terms & Conditions

UK/ROI, 18+. Open between 01/05/20 & 31/07/20. Purchase necessary. Internet access and contact details required including personal email address. Enter barcode + batch code (found on pack) at for a chance to win. Tier 1 prize: 1 of 6 Player experiences to meet a footballing legend (for winner and three guests, date/location TBC). Tier 2 prizes: 10 x Bubble Football Games, 10 x Esports or VR Activities, 10 x Stadium Tours, 10 x 5 a side football pitch hire. Tier 3 prizes: 5 x Football Museum visits, 5 x Bus Tours, 5 x FootGolf Games. Tier 4 prizes: 1940 of £10/€10 TV Sport passes. Prizes to be won via predetermined winning moments. Max 1 Tier 1 prize per person. Proof of purchase is required. No choice of prizes. Dates/locations where applicable are TBC. 2 entries per person per day. Those who enter between 17:00 on 31/07/20 and 23:59 on 31/01/21 will be entered in a final draw for the chance to win £500/€ equivalent. See website for full T&Cs (inc prize details + NPN for NI).