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


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.

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 social, out-of-home, radio, on-pack and in-store channels.