Mondelēz brand Cadbury is launching a multichannel campaign starring some of the biggest names in football, as part of its ongoing partnership with Arsenal, Chelsea, Leeds United, Liverpool, Manchester United and Tottenham Hotspur.
The push, called ‘The Winning Pass’, was developed in partnership with creative agency Elvis and builds on Cadbury’s strategy inspiring generosity with the ultimate aim of driving sales by leveraging its football club partnerships.
Comprising a series of social films, the campaign offers viewers a behind-the-scenes peek into squad dynamics, and insights into the lives of top players, with some of the biggest names in football sitting on a purple Cadbury sofa, answering the question “Who would you bring to your ultimate matchday experience?”
In one film, Chelsea’s Carlton Palmer says he would invite club legend Didier Drogba, while in another Arsenal’s Declan Rice and Leo Trossard opt for their sons, and Manchester United’s Mason Mount picks current club captain Bruno Fernandes.
The push offers people the chance to win one of six once-in-a-lifetime opportunities to experience their ultimate matchday, and to share it with three friends or family members, by buying a pack and visiting thewinningpass.cadbury.co.uk
The socially led campaign is running across channels including Meta, TikTok and YouTube. This is supported by out-of-home, email and other digital activity.
Mondelēz brand manager of partnerships Chris Parker said: “This campaign perfectly captures the spirit of generosity in an authentic and emotionally engaging way. We know people love to share special experiences with those closest to them, and our top-tier prize gives winners the chance to enjoy an unforgettable matchday alongside three friends or family members.”
Elvis chief executive Tanya Whitehouse added: “The Winning Pass offers football fans an authentic glimpse into the lives of their favourite players. By capturing genuine moments and personal stories, we’ve created socially native content that connects emotionally through the power of storytelling.”
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