Creating a winning campaign to celebrate Cadbury's sponsorship of the Premier League

How we brought together Cadbury's chocolate bars and legends of the Premier League to create the ultimate promotion for fans of the beautiful game.


Cadbury’s singles category is facing growing competition from new snacking trends and formats, with a younger audience who are less familiar with the five classic countline bars. 

Our job was to create an engaging sales promotion that leveraged Cadbury’s Premier League sponsorship while appealing to a new generation and driving visibility in store.


Taking our cue directly from the 5 hero bars Double Decker, Boost, Crunchie, Twirl and Wispa, we matched the personality of each bar to a Premier League legend and soon we had the starting line up for the Ultimate 5-a-side Tournament.

Inviting Cadbury fans to form a team and get stuck in, our winners would enjoy the VIP treatment at PowerLeague Wembley. A packed day awaited the lucky fans with a Q&A session, a chance to meet our 5 footy legends, then training before kick off for the 5-a-side tournament of a lifetime.  

By lining up talent including Thierry Henry and Jamie Redknapp, we drummed up buzz for the promotion online with social posts including a teaser video for Twitter which was shared and promoted by our 5 stars.


The Ultimate 5-a-side Tournament activation saw positive Cadbury singles growth, particularly in the grocery channel. 

We also measured brilliant reach and response on social media, with over 12 million impressions on our sponsored teaser post. Our five legends also took the campaign in their stride, sharing over over 55 posts on lnstagram and Twitter, with a combined reach of 6.6 million views. 

Finally, we created the first ever Cadbury FC squad, with 13 teams taking part in the tournament, giving 96 very happy customers the experience of a lifetime. 


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