Cadbury and ex-Eastenders star Nitin Ganatra are celebrating shopkeepers - here’s why

Cadbury has partnered with Nitin Ganatra – former EastEnders star turned shopkeeper – to help Brits say thank you to shopkeepers up and down the country and inspire locals to get to know the people behind the counter.

New research from Cadbury revealed that nine in ten respondents from Birmingham (90%) shop at local corner stores and visit them twice a week on average, with two thirds (66%) saying they rely on them, however over half (60%) admitted they don’t know their store worker’s name.

The research reveals more than four in five (86%) respondents from Birmingham say corner stores are an important part of their local community, with almost three quarters (72%) saying their corner store has saved their day by being open when other stores weren’t.

With corner stores being so crucial to each neighbourhood, Cadbury is launching a competition to show their appreciation. Former EastEnders star turned family-run newsagent worker, Nitin Ganatra OBE has joined forces with Cadbury, the nation’s favourite chocolate brand, to launch the ‘Big Win-Win’ competition – where you can win a cash prize for yourself and your local corner store.

Ganatra known to many as Masood Ahmed from EastEnders left the show in 2019. Since then, he’s been helping out behind the counter at his brother’s corner shop in Coventry.

He said: “From my time shopping in Minute Mart on EastEnders to turning my focus to my family’s own newsagents, I can vouch that these stores are often taken for granted yet often are our saviours. I’m delighted to be working with Cadbury to champion and thank corner shops.

“A gesture of appreciation can make someone’s day, so I’m asking the nation to spark up a conversation with their local corner shop owner next time they pop in for a pint of milk, ask their name and get to know them.”

Top 5 reasons why residents of Birmingham choose to shop at their local corner store revealed:

• It’s convenient (71%)
• It’s an important part of my local community (26%)
• They stock items I can’t get at other shops (18%)
• The store owner is friendly (28%)
• To support the store owner (16%)

What Cadbury said

Victoria Grzymek, Cadbury Brand Manager comments: “The people behind the counters that we visit each day are such an important part of our every day. They show appreciation for our custom and give us a lift whenever we may need it most. Our research even showed that 64% agree their local corner store worker puts a smile on people’s face.

“We are so excited to launch the Big Win-Win competition, to shine a light on the owners and workers of corner shops and give people the opportunity to win a cash prize for both themselves, and their local corner store too. With true generosity at its core, the campaign shows how much we care about these important cornerstones of British society and that there really is a glass and a half in all of us.”

How to enter the competition

Purchase a selected Cadbury chocolate bar - Twirl, Wispa, Wispa Gold and Cadbury Dairy Milk bars - and scan the on-pack QR code or visit the Big Win Win website from now until May 14, 2023 to be in with a chance of winning for yourself and your local corner store. Shoppers can also enter the wrap-up prize draw up until the August 15, 2023 to be in with a chance of winning a £250 cash prize for themselves and their corner shop. T&Cs apply.