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The Cadbury Heroes League by VCCP

Agency: VCCP
Date: Oct 2020
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Cadbury Heroes and VCCP have unveiled their latest innovative marketing campaign inspiring families to unlock a little connection through one of the world’s largest and fastest-growing entertainment industries, gaming.

With research finding that increasing numbers of us are connecting through video gaming, the campaign builds on the brand’s ongoing commitment to bring families together through the Cadbury Heroes League. An online tournament where famous gamers train up their parents, so they can compete with other parents in an epic Street Fighter battle.

The Cadbury Heroes League will see 12 influencers and celebrities including Louise Redknapp, Jordan Banjo and Roman Kemp trained by, or training, a member of their family on Street Fighter V, before battling it out in the ultimate showdown. The public are encouraged to follow the teams’ training trials and tribulations via VOD and social, with weekly updates released using real footage captured by the influencers and their parents. Training begins on 26 October and will continue until the final fight at The Gfinity Arena in Fulham broadcast on 14 November on Cadbury YouTube and Facebook and Gfinity Twitch.

The influencer talent will be further amplified through a partnership with Global Radio including brand-tailored adverts, promotional trails and on-air content on Roman Kemp’s popular Capital Breakfast show.


Creative Agency: VCCP

Executive Creative Director: Darren Bailes

Creative Director: Chris Birch & Jonny Parker

Creatives: Ben Evans & Adam Sears

Group Planning Director: Oliver Waterstone

Planning Director: Alex Grieves

Planner: Luke Alexander-Grose

Business Director: Matt Smith

Senior Account Director: Charlie Griffith

Account Manager: Laura Osorio

Head of Social & Influence: Nicky Palamarczuk

Senior Strategist VCCP Kin: Rob Estreitinho

Deputy Head of Creative Production: Jon Dewart

Head of Integrated Production: Ryan O'Kane

Senior Producer: Ben Waters

Executive Producer: Greta Wynn Davies

Producer: Frank Hanrahan

Production Manager: Joe Fathers

Design: VCCP Design

Director: Rob Clifford

DoP: Paul Rudge

Media Agency: Carat

PR Agency: Golin

Website & eCRM: Elvis

Partnership Agencies: D-Game, Storylab, Gfinity Esports

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