Cadbury, the No. 1 chocolate brand, is bringing back its successful ‘Fingers Crossed’ on-pack promotion for Cadbury Fingers with even more opportunities for consumers to win a cash up to an incredible £20,000*.

Now in its third year, the promotion continues to drive brand growth by generating shopper engagement through added value mechanics. The 2025 promotion helped deliver incremental sales with the campaign generating +15% uplift, primarily driven by 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 £20,000*. Shoppers also have the opportunity to win thousands of instant cash prizes by scanning the QR code on pack and entering the barcode and batch code at fingerscrossed.cadbury.co.uk to find out how much they’ve won.   

Cadbury Fingers is a beloved biscuit brand with almost 130 years of history and this popular promotion brings excitement to the biscuit aisle while also providing retailers with the opportunity to boost sales and engage with their shoppers in a playful way.

Georgia Hartley, Junior Brand Manager for Cadbury Biscuits, said:  “We’re excited to be bringing back our much-loved ‘Fingers Crossed’ campaign in 2026, giving shoppers even more chances to win cash prizes. After reaching a media audience of over 49 million people in 2025, we’re building on that momentum to drive engagement in-store. 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.”

Running from 4th  February 2026 until 1st  July 2026, promotional packs within the promotion include Cadbury Dairy Milk Fingers 114g, Cadbury Dairy Milk Fingers 114g PMP, Cadbury White Fingers 114g, and the Cadbury Dairy Milk Fingers 189g Family Pack.