The recent success of Cadbury’s 3-year Premier League partnership is underpinned by the strength of the Cadbury FC ambassador programme, which used a roster of football legends to add significant authenticity and credibility to their campaigns. These ambassadors have played a central part across the multiple campaigns delivered over the past 12 months. They play a major role in bringing to life the brand’s key messages and engage key stakeholders across multiple channels. This has supported significant revenue growth, strengthened relationships with retail partners and consumers. The ambassador led promotions have underpinned Cadbury’s biggest and most successful marketing campaigns ever.