Cadbury taps into ‘pass it on’ social video trend as it partners with nation’s favourite football clubs for return of Match & Win

- Campaign developed in partnership with creative agency ELVIS - Cadbury is partnering with football clubs Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur for the fourth year of Match & Win promotion

Cadbury has launched a new campaign to support the return of its Match & Win promotion, featuring players from some of the nation’s favourite football clubs. The initiative was developed in partnership with creative agency ELVIS.

Match & Win_national from ELVIS on Vimeo.

As Match & Win, Cadbury’s biggest on-pack activation, enters its fourth year, the brand is kicking things off by partnering with football clubs Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur for a marketing push featuring some of the most exciting football players in the country.

The new partnership reflects the huge role that clubs play, sitting at the heart of UK football, and the fact that being a fan is about sharedtraditions, values and spirit – just like Cadbury. 

As part of Cadbury’s ongoing association with football, which stretches back to 2017, and its focus on generosity and community, the campaign aims to grab attention and drive purchases of Cadbury products and reward winners with some epic prizes.

Cadbury partnered with ELVIS to create a playful concept that provides the ultimate way to bring fans, players, clubs and chocolate all together – all while staying socially distanced. Leaning into the trend of ‘pass it on’ style social videos, the campaign executions show top-flight players, and a diverse cast of fans, passing Cadbury products and kicking balls to each other in a fun medley of actions, communicating the energy of football and the generous spirit of Cadbury.

The creative has been designed to work in our post-pandemic ‘new normal’, both in front of and behind the camera, with Cadbury and ELVIS collaborating closely with the partner football clubs. All self-shot by the players and fans themselves during Covid-19, with all guidelines adhered to, the suite of videos features content and messaging tailored to each individual club, to be shared on the clubs’ social channels, alongside master multi-club and fan versions. 

The campaign will run across out-of-home, radio, on-pack, social and instore channels.

The Match & Win on-pack promotion gives consumers a chance to win prizes from their partner clubs, including a pair of VIP tickets for two, matchday tickets for the 20/21 season, when it’s hoped that fans will be able to return to the stadium safely, and millions of £5 and £10 online shop vouchers. 

To enter the promotion, consumers can buy any Match & Win promotional Cadbury product, go online to and enter the barcode and batch on the back of the promotional product. They will then receive a score prediction (up to 4-4) for an upcoming game within the following game week. If their predicted score matches the real result that weekend, they win a prize.

Media strategy and buying for the campaign is by Carat UK, club partnership management is by MKTG, and promotion management is by Umbrella.

Radhika Pai, Brand Manager, Cadbury, said: “As it enters its fourth year, Match & Win is launching with an even more exciting twist: partnering with some of the nation’s favourite football clubs! Working with ELVIS, we have harnessed our new clubs partnership to create a standout campaign which should hopefully grab consumers’ attention and get them excited about the promotion.” 

Neale Horrigan, Executive Creative Director, ELVIS, added: “As well as giving us the chance to offer even more desirable prizes and exclusive club experiences, Cadbury’s clubs partnership also gives us access to some of the most exciting football players in the country, enabling us to create some seriously kick-ass content – even with a Covid-shaped curve ball thrown into the mix! We hope our epic suite of videos will prove a hit with football fans and chocolate lovers across the country.”

Source: ELVIS.

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