Convenience retailers are expected to benefit from a rush in demand for Dairy Milk thanks to a huge campaign from Mondelez International.

The company has launched a Glass and a Half pop-up shop in central London, giving away free sharing bars of Cadbury Dairy Milk to shoppers in exchange for a knick-knack or trinket. The shop opened today and will hand out the chocolate to visitors until this Sunday. It will then transfer to Sheffield and Birmingham.

It follows the start of a big campaign for the brand, which includes an eight-week TV ad telling tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk for her mum, but has no money to pay for it.

The campaign will continue throughout the year, with social media and digital activity also on the cards

“With this shop and campaign, we’re driving demand for Cadbury Dairy Milk and helping retailers to drive sales in their stores,” said Susan Nash, trade communications manager at Mondelez.

“I’d recommend retailers make space for Cadbury and double-face it, if possible. Put it in a prominent position as it will be top of retailers’ minds.”