For the fourth year of the campaign, Cadbury is partnering with six of the nation’s top football clubs, lining up a legend from each club, including Arsenal FC’s Ian Wright, Chelsea FC’s Petr Cech, Manchester United’s Gary Neville, Liverpool FC’s Robbie Fowler, Manchester City’s Micah Richards and Tottenham Hotspur’s Rafa van der Vaart.
The push, which is part of Cadbury’s wider promotional activations strategy centred on its partnership with six of the nation’s top clubs, aims to get people buying standard chocolate following the festive period.
Consumers are invited to buy a promotional bar, and if they find a legend’s shirt inside their pack, they win an experience with the featured legend. If they don’t find a shirt in the pack, they can head online to legends.cadburyfc.com, enter their barcode, and find out if they have won a £5/€5 or £10/€10 club shop voucher, or a personalised video message from one of the six club legends.
As part of the campaign, Cadbury has worked with ELVIS to develop national social content starring football legend Ian Wright, which sees the viewer finding his shirt in their Cadbury pack, before it pops up in Wright’s living room, much to his surprise. ELVIS developed the concept as a playful analogy for the campaign headline, bringing to life the idea that finding the legends shirt inside your Cadbury pack launches you into the legend’s world. This activity is supported by club-specific content featuring the other football legends, as well as several radio ads.
Media agency Carat is managing media planning and buying for the campaign. PR is led by Golin, fulfilment is by Promo Veritas and talent is provided by MKTG.
Pippa Rodgers, Brand Manager, Mondelēz, said: “We’re delighted to bring our popular Find a Legend, Win a Legend promotion back for 2021, partnering with the nation’s top football clubs to offer some amazing prizes. We wanted to offer a fresh take on Legends while retaining strategic consistency. It’s a simple and flexible campaign which we hope will drive even more participation and engagement than in previous years.”
Neale Horrigan, Executive Creative Director, ELVIS, added: “For Cadbury Legends’ fourth year, we wanted to create a win mechanic that would bring the club partnerships to the fore, and to celebrate the new legendary names added to our line-up, while ensuring that the campaign feels very much like an evolution from previous years.