Cadbury unites 14 football clubs to build a pitch for Grenfell Athletic FC
It's part of the brand’s Club Together community initiative and is in partnership with creative agencies Elvis and Brothers & Sisters, plus marketers MKTG Sports + Entertainment.
Grenfell FC campaign / Elvis
Cadbury FC first launched its Club Together initiative back in 2020 to support local communities in their time of need. Now, it’s turning its attention to creating a new football pitch for Grenfell FC.
This year, the brand approached its partners to ask them to donate to the cause. For the first time in history, 14 league clubs, including Arsenal FC, Birmingham City, Celtic, Chelsea FC, Leeds United, Lincoln City, Liverpool FC, Manchester United, Notts County, Rangers, Sheffield Wednesday, Sheffield United, Tottenham Hotspur and West Bromwich Albion have come together for the united benefit of another team.
Chris Parker, Cadbury sponsorships at Mondelēz International, said “Our Club Together platform aims to make long-term societal change by enabling everyone to have the opportunity to enjoy the beautiful game. The cost-of-living crisis is affecting people’s access to football and the social connection it provides, which is incredibly important for us as a brand. Cadbury, our partner clubs and generous ambassadors are fully committed to using our time, resources and expertise to tackle an issue that is beneficial to our communities. Starting with Grenfell Athletic F.C., Cadbury is committed to bringing about change up and down the UK for years to come”.
The chocolate giant will also donate much-needed assets to the club, such as grass seed and soil, equipment and expertise. There will also be a financial contribution.
Rupert Taylor, founder of Grenfell Athletic FC, added: “It doesn’t matter which team you support; everyone supports Grenfell Athletic FC. The idea of 14 rival clubs coming together to build a Common Ground is something really powerful. This will not only be a place for Grenfell Athletic FC’s teams to play football, but it will also be a place for the community to come together to support their favorite team, who play to remember those we lost, ensuring Grenfell is never forgotten.”
Creative shop Elvis developed a series of campaign assets, including a 45-second launch film, to raise awareness of the project. Another film, made in collaboration with Brothers & Sisters, will go live later this summer.
Neale Horrigan, executive creative director at Elvis, said: “It means a huge amount to us to be involved in this important initiative. As the economic landscape worsens, fewer people will be able to enjoy attending and playing football matches. Club Together harnesses the generosity of Cadbury FC and its partners to support the grassroots teams and communities that need it most.
“The latest campaign we’ve developed for Club Together aims to shine a light on the stories of some of the individuals who will be impacted by the initiative, all delivered with warmth and humanity.”