Since 2017, Cadbury has used its Premier League partnership as a method of engaging retailers and incentivising consumers to buy products. In 2020, Cadbury challenged us to create a new platform to continue driving growth in the UK and internationally, but to align better with and reinforce its core values of community, heritage, and generosity.
The solution: Cadbury FC partnered with 20 UK football clubs.
The reason for this was twofold:
- Clubs offer unrivalled access to a broader range of assets
- Clubs unlock a deeper connection with fans and the wider community
From April 2020 to July 2021, we worked closely with these clubs to evolve our ‘Match and Win’ campaign and to build the most ambitious purpose driven community programme, ‘Club Together’.
For ‘Match and Win’, we utilised the deeper level of Club access and transformed our prize pool to offer 1000s of club specific prizes, which:
- Unlocked YoY incremental whitespace in top retailers
- Drove +2% UK market share
- Grew revenue by +19% internationally
For ‘Club Together’, Cadbury donated over £1m worth of product and media assets linked to its Club partnerships, to help raise awareness of local businesses and community initiatives. More than 400 local businesses received our support, while more than 100,000 individuals have been positively impacted, enabling us to stay true to their community values set in 1824.
Our ground-breaking club partnerships have delivered exceptional commercial growth and shown the difference that can be made in the community when we all club together.