Cadbury’s biggest challenge has been an ongoing decrease of brand visibility in grocery retailers. In response to this, we redefined our approach to marketing by creating a platform that harnessed the emotive power of football. Underpinned by a 3-year partnership with the Premier League, we delivered a number of innovative and highly effective activations to consumers and simultaneously strengthened key retailer relationships. Not only has this delivered brand visibility in stores and significant incremental revenue growth; it has also transformed the way Cadbury engages its key stakeholders through its marketing. Recognised as Cadbury’s biggest and most successful marketing campaigns ever.