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.
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 shared traditions, 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.
Creative agency: Elvis
Neale Horrigan - Executive Creative Director
Elli Stone - Lead Copywriter
James Bougourd - Lead Art Director
Design Lead - Neil Carding
Design - Danny Mitchell
Motion Designer - Luis Viana
Account Manager - Danielle Bruce
Senior Account Manager - Rebecca Ward
Business Director - David Whitehouse
Project Manager - Joe Revens
Strategic lead - Camilla Yates
Club partnership management: MKTG
Andrew Cahill – Business Director
Gemma Woor – Senior Client Manager
Hetty Pullan – Senior Client Manager
Richard Lardner – Senior Client Manager
Leah Chiera – Senior Client Manager
Media agency: Carat
Tina Mrakovic – Account Executive
Jonathon Kriening – Planning Manager
Patrick Gorman – Client Account Director
Lauren Kenny – Client Director
Promotion management: Umbrella
Linda Wise – Client Services Director
Zoe Curnow – Operations Director
Nick Carter - Director