Cadbury has revealed a new campaign to support the return of its Match & Win promotion, featuring football superstar Thierry Henry. The initiative was developed in partnership with creative agency ELVIS.

Now in its third year, Match & Win is Cadbury’s biggest on-pack activation, with more than 170 million branded packs in market. As part of Cadbury’s Premier League partnership, the promotion reflects the confectionery brand’s ongoing efforts to strengthen its brand values of generosity and goodness through its association with football.

ELVIS has worked with Cadbury to develop a campaign to drive engagement and purchase amongst consumers, across on-pack, web, social, instore and Out-of-Home channels.

As part of the campaign, ELVIS has created attention-grabbing social content featuring ex-Arsenal star Thierry Henry. The iconic face of Thierry Henry combined with the playful use of the physical and digital worlds is designed to stop users in their tracks whilst they scroll through their social feeds.

Customers buying a special Match & Win pack are invited to visit the campaign site matchandwin.cadburyfc.com and enter their promotional code to get a score prediction for a Premier League match. If the prediction comes true, they can win a VIP match-day experience, Premier League tickets or Cadbury FC merchandise.

This year, for the first time, an ‘instant win’ mechanic will also see up to 200,000 cash prizes worth £1M up for grabs through the Match & Win website.

Media strategy and buying for the campaign is by Carat UK, with talent management by MKTG.

Amelia Duverger, Junior Brand Manager at Mondelez International, said: “Last year’s Match & Win campaign delivered fantastic results, and we’ve got even bigger ambitions this year. With football icon Thierry Henry on board for our digital content, and even more chances to win, 2019 promises to be the best Match & Win promotion ever!”

Marcus Aitman, Senior Creative at ELVIS, added: “Match & Win is back for its third year, and it’s bigger and better than ever! We’re excited to have Thierry Henry as the star of our digital content and we can’t wait for more people to experience the feeling you get when you Match & Win.”

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As the Premier League has come to a dramatic close, Cadbury kicked-off its second end-of-season promotion, offering fans the opportunity to jet off on a summer getaway!

The ‘You’re off’ campaign created by BD Network, saw the notorious ‘red card’ in football given a ‘Cadbury twist’, offering consumers the chance to be sent off with a gold card – on a Cadbury FC holiday with a Premier League experience. There are five holidays up for grabs including a trip to Australia to watch Man United play Perth Glory and to Singapore to see Tottenham Hotspur play in their pre-season tour.

Shoppers will also be in with the chance of winning 50 pairs’ of Premier League tickets for the 2019/20 season alongside football-themed goodies including key-rings and drawstring bags.

The competition is supported by a £1m marketing spend, including investment in out-of-home, social media including Instagram and Facebook, radio and PR support.

Seana Fitzgerald, Cadbury Brand Manager at Mondelez International, said: “We were looking for a campaign that leveraged the Premier League sponsorship to drive success and consumer engagement. BD Network have embraced this vision, while maintaining the essence of our brand, triggering excitement and enhancing the fan experience.”

Lara Mitchinson, Account Director at BD Network, said:“Our aim was to create a Premier League campaign that excited football fans, as well as appealing to a wider audience who would still be engaged with the prize offering. Our creative is disruptive in a playful manner, ensuring Cadbury has strong visibility’

To enter, Cadbury consumers simply need to visit the bespoke ‘You’re Off’ website at youreoff.cadburyfc.com and type in the barcode of the product that they have bought for the chance to win.

‘You’re off’ promotion will run from April 29th to June 7th across the Cadbury singles range.

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