Best C-Store Marketing Campaign 2022

Daniel O’Connell, retail director, BWG Foods, presents the award for Marketing Campaign of the Year 2022 to Cadbury Mystery Bar, represented by Sandrine Dahmani and Una Morrison of Mondelēz Ireland, at the ShelfLife C-Store Awards 2022

Throughout 2022, brand marketers excelled in ensuring their advertising campaigns grabbed consumers’ attentions; helping to deliver those all-important sales. To truly stand out, it’s imperative to be fully abreast of consumer trends and deliver genuine innovation within a brand’s marketing strategy


Brand Central

2 February 2023

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And the nominees are…


National Lottery

Lucozade Alert

Cadbury Mystery Bar


Guinness 0.0%


Heineken 0.0


Pepsi Max

Award sponsored by Mace





WINNER: Cadbury Mystery Bar

The limited edition Cadbury Mystery Bars put the nation’s taste buds to a tantalising test

Plenty of innovative thinking outside-the-box is needed to scoop the Best C-Store Marketing Campaign, as voted for by retailers, and that’s something the 2022 winner – the Cadbury Mystery Bar campaign – possesses in spades.

Its story began back in August, when Cadbury launched a nationwide competition to solve the mystery flavours of two new delicious Cadbury Mystery Bars.

The limited-edition bars were set to put the nation’s taste buds to a tantalising test. Both deliver the Cadbury Dairy Milk chocolate people know and love but with two delicious new mystery flavoured fillings. There was also a rich reward up for grabs by any keen flavour detectives with the chance to win a €5,000 mystery prize.

Available in stores until October 2022, both bars were available in both sharing and individual format.

With a dedicated website and a strong out-of-home (OOH) and online strategy, the campaign gave Cadbury the opportunity to engage and interact with consumers in a two-way conversation. It not only created excitement for consumers, but successfully drove retailers’ sales.

In October 2022, the flavours of both bars were revealed. Mystery Bar One was Rhubarb & Custard and Mystery Bar Two was Blue Raspberry Slushie.

“We are incredibly happy and proud to have received this award for our Mystery Bars campaign,” said Sandrine Dahmani, Cadbury Marketing, of the team’s prestigious wine.

“The level of engagement we got was amazing and shows once again how important bringing new and innovative campaigns and limited-edition NPD to market is,” Dahmani added.



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