Premier Foods has announced the launch of the third iteration of its ‘Summer of Cricket’ campaign.

This year, the manufacturer has partnered with Chance to Shine, a registered UK charity that inspires young people through cricket in state schools and underserved communities.

Premier Foods reports strong financial results with 6% rise in trading profit

The campaign, which aims to give retailers the opportunity to help more children discover a love for cricket and develop essential life skills, is divided into three phases, running over the course of the summer.

Phase one 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. It runs from now until 19^th June in Bestway and 2^nd June – 22^nd June for Unitas Wholesale members. Participating lines include 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 Wholesale 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 £10,000.

Phase two runs from 20th June – 17th July in Bestway, and 23rd June – 13th July for Unitas Wholesale members. 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 of the campaign, live from 18th July – 14th August in Bestway, and 14th July – 3rd August for Unitas Wholesale members, will give two retailers the opportunity to win an all expenses paid trip to India to meet cricketing legend, Dinesh Karthik. Retailers can enter the competition by 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 Karthik for the winners and a plus one, between January and March 2026.

Robert Craven, customer controller wholesale & convenience at Premier Foods said: “At Premier Foods 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 – by helping Chance to Shine achieve its mission of giving every child access to sport, regardless of their background. 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.”

Read more product news