Cadbury has revealed a social content push to support the return of its ‘Buy a Legend, Win a Legend’ promotion, featuring football legends Jamie Redknapp and Gary Neville. The initiative was developed in partnership with creative agency Elvis.
As part of this year’s ‘Buy a Legend, Win a Legend’ campaign, which is now in its second year, Elvis has worked with Cadbury to develop video content featuring two Premier League legends; Jamie Redknapp and Gary Neville. The two films comically illustrate that by buying a legendary Cadbury product, consumers have the opportunity to win a legend: an exclusive experience with a former Premier League footballer.
The humorous films each feature a shopper being surprised by a football legend when they purchase a bar of Cadbury Dairy Milk. In one film, a man purchasing the chocolate bar at a self-checkout sees a screen displaying ‘Unexpected item in bagging area’, before Jamie Redknapp appears and hands him a carrier bag. In the other execution, an unsuspecting woman buying a bar of Cadbury Dairy Milk sees four Gary Nevilles at the end of her supermarket checkout. The checkout assistant then blows a whistle to call one of the Gary Nevilles up to the till.
In addition to social content, Cadbury has also launched other ‘Buy a Legend, Win a Legend’ activity including in-store comms and a digital takeover of the Premier League website and social channels.
Client: Lyndsey Homer, Brand Manager, Cadbury Dairy Milk
Client: Colin O’Toole, Marketing Manager Chocolate UK&I
Creative agency: ELVIS
Account Director: Keelie Lynch
Senior Account Manager: Charles Hazzan
Creatives: James Bougourd and Elli Stone
Associate Creative Director: James Hudson
Creative Producer: Joe Revens
Planning Director: Camilla Yates
Motion Designer: Joshua Rodrigues
Media Agency: Oceane Epron, Comms Planning Manager, Carat
Talent Agency: Gemma Woor, Client Manager, MKTG
PR Agency: Karen Shaw, Senior Manager, Golin