As the Premier League returns for the 20/21 season, Cadbury launched a new campaign supporting the return for the fourth year of its UK football ‘Match & Win’ promotion called ‘Pass It On’ which features players from some of the country’s top clubs.
The initiative, developed in harness with creative agency Elvis, is the brand’s biggest ever on-pack initiative and leverages its team partnerships with Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur
The campaign, which aims to grab attention and drive purchases of Cadbury products and reward winners with some epic prizes, saw Elvis create a playful concept that provides the ‘ultimate way to bring fans, players, clubs and chocolate all together’
All while remaining socially distanced of course.
Leaning into the online edited video trend of ‘pass it on’ style social videos, the campaign’s spearhead executions feature elite footballers and a diverse cast of fans passing Cadbury products and kicking balls to one another in a fun medley of actions.
The creative approach sets out to communicate the energy of football and the generous spirit of Cadbury.
Match & Win_national from ELVIS on Vimeo.
The suite of videos feature content and messaging tailored to each individual club and are designed to be shared on the clubs’ social channels, alongside master multi-club and fan versions amplified via Cadbury’s channels.
The ‘Pass It On’ work runs in parallel with a series of Cadbury club-specific community cause initiatives.
We joined forces with @Arsenal legend @IanWright0 to surprise fan fave, the Little Wonder Café. Along with meal vouchers for @AFCCommunity workers, we'll be offering the first 500 Arsenal fans to visit, an exclusive AFC Dairy Milk bar. For info: https://t.co/r9QQNhaZmA pic.twitter.com/EwaFgEyNI8
— Cadbury UK (@CadburyUK) August 17, 2020
We are proud to announce our partnership with @ManCity. We’ll be collaborating with the Club’s Cityzens to recognise businesses and individuals who have gone above and beyond to help support their local communities. Find out more here: https://t.co/vm7k9mtspL pic.twitter.com/jvrlUwn7TP
— Cadbury UK (@CadburyUK) August 12, 2020
We're proud to announce our partnership with @chelseafc, supporting the UK’s entrepreneurs and small businesses through the Chelsea Foundation ‘Edge Of The Box’ club. Find out more: https://t.co/nkf88BlLML pic.twitter.com/wZyyrimu8U
— Cadbury UK (@CadburyUK) August 5, 2020
We're proud to announce our partnership with @spursofficial, we'll be showing support for their #HotspurHeroes campaign & recognising the fantastic work of local businesses & individuals throughout the community. Find out more: https://t.co/zIihSHyrjO pic.twitter.com/sWXq1yMOpT
— Cadbury UK (@CadburyUK) June 16, 2020
“You put a great smile on my face.”
Ahead of #MUFC's return to #PL action, our Reds spoke to the @CadburyUK guests of honour we had at Old Trafford earlier this season#DonateYourWords pic.twitter.com/O2LxmuuwhB
— Manchester United (@ManUtd) June 14, 2020
We're proud to announce our partnership with @LFC supporting young people & families in the local community. We’re also gifting 50k limited edition Champions bars to lucky Reds fans. @officialbarnesy surprised a LFC Foundation volunteer with his! For more: https://t.co/NLYX9y4bA1 pic.twitter.com/ivpkbxoc5u
— Cadbury UK (@CadburyUK) September 7, 2020
The campaign was created by agency ELVIS where the team was led by ECD Neale Horrigan, lead Copywriter Elli Stone, Lead Art Director James Bougourd, Design Lead Neil Carding, Designer Danny Mitchell, Motion Designer Luis Viana, Account Manager Danielle Bruce, Senior Account Manager Rebecca Ward, Business Director David Whitehouse, Project Manager Joe Revens and Strategic Lead Camilla Yates.
The club partnerships were managed by MKTG with Business Director Andrew Cahill, Senior Client Managers Gemma Woor, Hetty Pullan, Richard Lardner and Leah Chiera.
The media agency was Carat where the team included Account Executive Tina Mrakovic, Planning Manager Jonathon Kriening, Client Account Director Patrick Gorman and Client Director Lauren Kenny with promotion managed by Umbrella Client Services Director Linda Wise, Operations Director Zoe Curnow and Director Nick Carter.
Comment:
The activation was designed to succeed in the UK’s pandemic ‘new normal’, both in front of and behind the camera, and saw the brand and agency collaborate closely with the partner football clubs.
This resulted in the videos and imagery all being self-shot by the players and fans themselves amidst Covid-19, with all UK guidelines adhered to.
The alliances also reflect the major role that clubs play sitting at the heart of UK football and communities and the activations link to the fact that being a fan is about shared traditions, values and spirit – just like Cadbury.
The work extends Cadbury’s long-running and ongoing association with football in the UK which stretches back to its 2017 Premier League partnership and echoes its wider marketing which focuses on generosity and community.
It follows on from May 2020’s ‘Win The Captain’ work (see case study) and April 2019’s ‘Match To Win’ (see case study).
Links:
Cadbury
https://www.facebook.com/CadburyUK/
https://www.instagram.com/cadburyuk/?hl=en
https://www.youtube.com/user/CadburyUK
Premier League
https://www.premierleague.com/
https://www.facebook.com/premierleague
https://twitter.com/premierleague
https://www.instagram.com/premierleague/
https://open.spotify.com/user/plplaylists
Elvis
MKTG
Carat UK
Leave a comment
You must be logged in to post a comment.