The summer of 2023 promised to be a memorable one for sport, particularly for women’s football… packed with snacking moments. To combat the challenge of having less instore visibility due to new HFSS regulations, Cadbury needed to create our biggest and most innovative campaign to date.
The business objectives were simple: create an engaging campaign to excite retailers, present a broad range of prizes to incentivise consumers, and ensure the campaign appealed to a wider audience than ever before.
Cadbury’s World-Class Wins campaign was born; marking our first ever all-female led ambassador campaign. To deliver unrivalled prizes, our team secured footballing heroes Leah Williamson, Katie McCabe, Pernille Harder and Kadeisha Buchanan, planning unique experiences that winners could enjoy with each player, alongside the opportunity to win signed shirts, matchday tickets and much more.
From digital video content to captivating marketing comms, the on-pack multi-channel campaign centred around the success and skill of the women’s game, while giving consumers the chance to win once-in-a-lifetime experiences.
The creativity of this campaign delighted retailers and engaged consumers, achieving:
- Over 119k entries and 1,056 winners
- A unique participation rate of 62%; our highest so far for an ambassador-led campaign
- A reach of 72% of all UK adults
- New space unlocked in key retailers for the first time post-HFSS regulation
- More than 15% net revenue growth YoY
Despite supply chain challenges, this use of talent brought the campaign to life, leading World-Class Wins to inspire and exceed our ambitious expectations.
