2020 promised a summer of football, packed with snacking moments for the nation. Or not. Despite Mondelez’ Premier League partnership ending (resulting in whitespace in the promotional calendar) and pandemic disruption, Mondelez still delivered their first cross-category campaign featuring some of the world’s biggest sporting stars. The business objectives were simple: unlock in-store space during summer, create an exciting/broad prize pool, and cement Cadbury’s association with football.
Cadbury’s ‘Win The Captain’ campaign was born. An on-pack multi-channel campaign with football megastar captains Harry Kane, Virgil van Dijk and Eden Hazard featuring on 150 million packs nationwide. We offered consumers and their squad of friends the chance to spend a day with one of footballs’ finest captains, plus thousands of other prizes.
Despite COVID forcing brands off retailer’s shelves to make room for essential goods, this use of talent enabled Mondelez to maintain their in-store space, leading to Win the Captain delivering incredible success:
– 213k entries & 2001 winners
– Unlocked YoY incremental whitespace in top 6 retailers
– Delivered first in store campaign for 3+ years with 2 major retailers
– Featured space on a top 6 retailer website & in discounter stores for the first time ever
– Attributed to 14% net revenue growth
– Talent content delivered 115.5m impressions & 18.1m YT views
The talent played a key role in bringing the campaign to life, engaging stakeholders and consumers across multiple channels. They added authenticity and appeal, resulting in significant revenue growth, and strengthened relationships with retailers and consumers – exceeding objectives.
