Cadbury’s second phase of its partnership with the Premier League kicks off this month with a ‘Win a Legend’ promotion targeting consumers across the country.

Running from January 1st until March 31st 2018, the new promotion offers consumers the chance to win an experience day with a Premier League legend (Thierry Henry, Ian Wright, Jamie Redknapp or Michael Owen) plus thousands of instant win prizes, including pairs of match tickets and Cadbury Premier League merchandise, when they purchase a ‘legendary’ product from the Cadbury Dairy Milk range.

Cadbury says the Legend experience days will be tailored as much as possible to the winners’ wishes but might include one of the Legends visiting a winner’s local football team and supporting it from the sideline (including a half time team talk with players and a meet and greet with players and spectators) the chance to watch a live Premier League match with a Legend (including transport to the match, hospitality tickets with family/friends, opportunities for photos and autographs).

To enter, consumers need to purchase a Cadbury Dairy Milk core single or tablet (Cadbury Dairy Milk, Cadbury Dairy Milk Caramel, Cadbury Dairy Milk Fruit and Nut or Cadbury Dairy Milk Whole Nut), then visit www.CadburyLegends.com and upload a digital photo of the product, clearly showing the Cadbury logo, to the site.

The promotion is open to anyone aged 18 or over living in the UK and the Republic of Ireland (who is not connected to the promoters). It runs from now until March 29th and entrants must have Internet access, an e-mail account and the ability to take and upload a photo.

Tier 1 prizes include four Premier League Legend Experiences (up to the value of £2,000). There is no guarantee which player the experience will be with. Tier 2 prizes include 10 pairs of tickets to a Premier League match for the 2018/19 season. There are 2,000 Tier 3 prizes including Now TV Sky Sports one month passes, scarves, footballs and football bag and water bottle combinations.

Tier 1 winners will be selected in a random draw to take place by April 6th from all entries received throughout the promotional period. Tier 2 and 3 Prizes will be allocated according to random pre-determined ‘winning moments’ across the promotional period.

There is a No Purchase Necessary route for Northern Ireland.

Supported by a £4m full-brand campaign, including Out of Home (OOH) and digital plus POS, the promotion aims to help drive penetration and frequency both in the singles and tablet categories of the confectionery market.

Katrina Davison, brand manager for Cadbury Dairy Milk, says: “Mondelēz International has been a great contributor to incremental growth for chocolate singles, particularly within the first quarter of the year. Last year, our Cadbury Dairy Milk ‘flavours’ campaign in Q1 drove +5% ROS and reached 91% of adults 10.9 times. What’s more, our first and broadest on-pack promotion with the Premier League is driving excellent results – double digit growth in grocery channels and Mondelez is driving penetration gains across the market.”

Davison adds: “We’re eager to push growth even further with our latest promotion. We’ve focused on our core range, which are legends themselves within the confectionery category, and coupled it with strong support so we expect demand to be high.”

The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with global Power Brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Lucozade Zero and fashion retailer Missguided has announced a collaboration, ‘Zero To Pay’, which will be brought to life through on-pack promotion and experiential marketing.

The on-pack promotion will offer consumers a range of discounts which can be unlocked through codes on mini cans of Lucozade Zero. Targeting city centres, train stations and shopping centres, the sampling campaign will offer bespoke miniature cans featuring unique Missguided discount codes. The activity will be bolstered at high footfall locations with a ‘Zero to Pay’ nail bar, offering Lucozade Zero-inspired complimentary nail art.

Integrated agency The Big Kick was named lead agency for the campaign, while experience agency TRO is delivering the experiential element.

The Big Kick developed the creative platform and negotiated the partnership with Missguided, with the core aim of driving awareness of Lucozade Zero and supporting the distribution of 3 million sample cans throughout the UK. TRO is activating the ‘Zero to Pay’ campaign, including a nationwide programme of activity spanning 12 cities over the course of eight weeks.

All sample cans are printed with a unique code; there are also ‘virtual’ cans with codes on available from the Missguided website. Codes can be redeemed online for a guaranteed 30% off one-time use voucher, plus the opportunity to win a range of further Missguided vouchers.

To enter the prize draw and claim the 30% off, consumers have to go to www.lucozadeenergy.com/missguided and enter the unique code, their name, gender, date of birth and email address. Multiple entries are permitted, although each code can be used only once. All valid entries go into the daily prize draw to win extra discount vouchers, ranging from £50, 30% off for a year, 40% and 50% off for three months and 30% off for 10 years. All vouchers can only be redeemed through the Missguided.com website.

The campaign went live mid-March 2017 from and runs until May 31st, including an instore event at Missguided’s flagship store in Westfield, Stratford which took place on Thursday March 30th with resident Missguided DJ, Snoochie Shy, on the decks.

Shoppers were able to enjoy rewards from the likes of Mark Hill Blow Dry Bar, styling tips from The Confetti Crowd and Shine Shack Make Up who were instore providing free treatments to help get customers ready for the weekend.  There were also chances to win ‘Zero To Pay’ on shoppers’ most expensive basket item throughout the afternoon.

Charlotte Flook, Senior Brand Manager, Lucozade Energy, commented: “With a shared target audience of young, fashion savvy females, the partnership with Missguided presents fantastic brand synergy. TRO has designed a bold liquid on lips campaign which will achieve mass trial and get consumers excited about the product.”

Siôn Stansfield, Account Director, TRO, said “Following the success of our ‘zero gravity’ experiential activation for the Lucozade Zero product launch last summer, we’re excited to be activating a whole host of activity to reach the hearts and minds of the product’s target audience. With the product at the heart of the campaign, we have an ambitious target of distributing 3 million samples.”

Andrew Ryan,Head of Brand at The Big Kick, added: “Partnerships are still a great way of delivering saliency for FMCG brands. The ‘Zero To Pay’ platform allows the Lucozade brand the opportunity to engage with millennials by giving them rewards that hit their ‘sweet spot’ – fashion! Missguided’s bold and confident brand was the perfect match for Zero, inspiring our audience to ‘find their flow’ around the UK, and get rewarded.”

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UK consumers are being offered the chance to win a trip for four adults to watch a top Australian domestic cricket match at the famous Melbourne Cricket Ground, courtesy of Foster’s beer, the Official Lager of the England and Wales Cricket Board.

The trip includes flights, the match tickets and accommodation for seven nights in a 4* hotel.

There are also hundreds of instant win prizes including pairs of England NatWest International T20 or Royal London One-Day International match tickets, England Cricket Adidas polo shirts, cricket kits (including cricket bat, wickets and ball) and Foster’s branded sports shirts.

To enter, consumers outside Northern Ireland have to buy a promotional multipack of Foster’s cans, and then input a seventeen digit alphanumeric code found on the cardboard outer on the relevant page on the Foster’s website. There is a No Purchase Necessary entry route for Northern Irish consumers. People can enter once a day and 20 times maximum over the course of the promotion, but have to have a new code every time they enter. The competition started at the end of August and runs until December 31^st 2016.

The prizes must be taken in December 2017 or January 2018 – the exact times will depend on when relevant fixtures are being played in Melbourne.

Craig Clarkson, Off-Trade and Category Director at Heineken, says: “The promotion offers shoppers the chance to win fantastic prizes to experience the Australian spirit and can-do attitude of the brand. Building on the visibility that Foster’s has achieved throughout the summer, these packs will drive sales of one of the UK’s best-selling lagers.”

Heineken employs around 2,000 people in the UK and is Britain’s leading cider and beer business. It owns around 1,250 pubs through its Star Pubs & Bars business and its brand portfolio includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s and Bulmers, plus a full range of niche and speciality brands.

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