Challenge

Cadbury tasked MKTG to produce a campaign that leveraged their partnership with the Premier League to strengthen visibility in-store and drive incremental revenue.

Solution

The Legends campaign tapped directly into the appeal of our ambassador roster and gave consumers the chance to win a customisable day with a Premier League legend. In collaboration with Shay Given, Thierry Henry, Jamie Redknapp, Michael Owen, Gary Neville, Jimmy Bullard and Ian Wright, we created in-store activations and digital content to promote the activity and deliver a completely customised ‘money can’t buy’ experience for the winners.

Result

The content created featuring Redknapp and Neville explaining the promotion and the appeal to meet them led to 3.8% revenue growth versus previous year. The experiences created unforgettable memories for consumers and due to the scale of the promotion enabled Cadbury to unlock additional retail space.