The fiercely competitive nature of the grocery retail sector has, for Cadbury, created a business trading environment that is focused on price discounts and offers. Subsequently, the chocolate category is in slow decline. In order to affect this, we needed to bring a unique and valuable opportunity to consumers and retail partners.
This opportunity was the Premier League. Using a variety of partnership rights, we have been able to activate our unique benefits with retail partners which has radically changed the way we work with them, and importantly, has added further value into every Cadbury product for consumers.
