Premier Foods, manufacturers of Cadbury Mini Rolls have launched an on-pack promotion to leverage Cadbury’s sponsorship of the Premier League.

The campaign gives customers the chance to win ‘The best seat in the house’ – offering VIP hospitality Premier League tickets to a Premier League 2019/2020 season match of their choice*, as well as other desirable prizes such as gift vouchers to gigs, meals and movies.

The idea developed by creative agency BD Network, aims to target a mass audience with a variety of compelling prizes, whilst ensuring the Premier League football theme is still the hero, and Cadbury FC is at the heart of the concept.

To enter, consumers will need to buy promotional pack of Cadbury Mini Rolls Milk Chocolate or Raspberry, enter their unique code from the pack at www.cadburycompetition.com to instantly find out if they are a winner. Winners and prizes are selected randomly via a computer algorithm and there are 100 prizes available to win, including 10 x pairs of Premier League hospitality tickets with lounge access. A free entry route is available for consumers in Northern Ireland and Republic of Ireland.

The promotion is live and will close on 10^th April 2019.

*Premier League matches are subject to availability.

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Cadbury is launching a new promotion, as part of its successful partnership with the Premier League, which offers consumers the chance to compete in a 5-a-side football tournament with five football stars; Thierry Henry, Jamie Redknapp, Shay Given, Jimmy Bullard and Alex Scott.

Running from April 30th until June 30th 2018, the competition offer 13 prize packages, which include entry for a team of six (the winner plus five friends) into a 5-a-side football tournament at Powerleague, Wembley, with the stars. Before matches start, competition winners will have the chance to mingle with the stars at a meet and greet including a question and answer session and a photo opportunity.

To enter the competition, consumers need to buy one of Cadbury’s singles, including number one selling adult brand Twirl, Wispa, Double Decker, Crunchie or Boost, and enter the barcode found on their pack at www.Cadbury5aside.com.

In addition to the 5-a-side football tournament packages, there is an exclusive promotion for the impulse channel offering 100 cash prizes, ranging up to £1,000.

Impulse channel retailers are also being targeted with a trade promotion. Stores which stock the participating products and display the related POS material and where winning packs are purchased will receive the same cash prize as the consumer gets.

Cadbury says previous promotional campaigns based around its Premier League partnership have been extremely successful at growing penetration Year-On-Year in grocery multiples.

The latest competition will be supported by a £1m marketing spend, including an OOH campaign, social media and PR support.

Raphael Capitani, brand manager for Cadbury singles, says: “The Cadbury-Premier League partnership has already proven to be a successful collaboration, due to strong competitions with unique experiences up-for-grabs, and we hope this latest promotion will do the same. Our newest competition offers consumers a money-can’t-buy prize with footballing legends as well as hundreds of cash prizes to help create further excitement and drive sales and frequency in singles. What’s more, the retailer has a chance to win big, too.”

Cadbury kicked off the second phase of its Premier League partnership in January 2018 with two promotions.

One, on Cadbury Dairy Milk, offered the chance to ‘Win a Legend’, which meant 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 bought a ‘legendary’ product from the Cadbury Dairy Milk range.

The second, Finders Keepers, on Cadbury Fingers biscuits, offered the chance to win instant prizes of match tickets, stadium tours, TV sports passes and Cadbury Fingers packs, or the grand prize – presenting the Golden Glove trophy to the goalkeeper who has kept the most clean sheets at the end of the Premier League season, plus a VIP experience for their chosen guests on the day.

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 power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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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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Cadbury’s Premier League football partnership is moving into biscuits with the launch this month (January 2018) of an on-pack promotion for Cadbury Fingers – Finders Keepers.

Promotional packs will see Cadbury Fingers renamed for a limited period while its Finger characters will play goalie on promotional packaging. An on-pack promotion offers consumers a chance to win one of 1,000 prizes or a money-can’t-buy grand prize – presenting the Golden Glove trophy to goalkeeper who has kept the most clean sheets at the end of the Premier League season, plus a VIP experience for their chosen guests on the day.

Consumers who find a golden tray inside their promotional pack will be entered into a draw for the grand prize. Everyone who buys a pack, whether they find a golden tray or not, can enter for the chance to win one of the instant prizes, which include match tickets, stadium tours, TV  sports passes and Cadbury Fingers packs. To find out if they have won an instant prize, consumers simply have to email their promotional pack code and contact details to Cadbury Biscuits.

The promotion will run from January 15th until May 31st 2018, with an earlier deadline of April 27th to enter the draw for the grand prize. The Finders Keepers promotion will be supported by PR, social media and digital activity.

Chiara Missio, Marketing Manager for Cadbury Biscuits, says: “Cadbury Biscuits is all about bringing joy to the category, Cadbury Fingers being a prime example, and many consumers find joy within Premier League football so it’s another perfect partnership.”

Missio adds: “Cadbury Fingers is now worth £27m and is the UK’s number one brand in Sweet Treats, so we believe by introducing the first on-pack promotion in a number of years with unique and exciting prizes, we will help drive incremental sales for the category.”

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.

Cadbury Fingers biscuits are made by Burtons Biscuits. Burtons had bought the rights to use the Cadbury name in 1986 in perpetuity on the biscuit products; but Mondelez bought the rights back in 2016, although the deal included the agreement that they would continue to be made by Burtons under a co-manufacturing agreement.

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