Cadbury operates in a challenging trading environment that is largely affected by a grocery sector focussed on price and discounting. With the category in decline Cadbury needed a business opportunity that it could use to reengage retail partners, excite employees and incentivise consumers to buy the brand. This opportunity was the Premier League, and with this partnership Cadbury has created a platform which has radically changed the trading relationship with retailers, leading to best-in-class campaigns and unprecedented brand growth. The partnership has delivered revenue 70% over target YOY and market growth has risen by over 3%.
