The Winning Pass

Cadbury is launching a new multichannel campaign starring some of the biggest names in football, as part of its ongoing partnership with football clubs Arsenal FC, Chelsea FC, Leeds United FC, Liverpool FC, Manchester United FC and Tottenham Hotspur FC. The push, called ‘The Winning Pass’, was developed in partnership with creative agency elvis.

The new campaign, which builds on Cadbury’s brand purpose of inspiring generosity, aims to drive sales for Cadbury by leveraging its partnership with football clubs. Focusing on the theme of sharing, the initiative brings the concept of generosity to life in an authentic way, to engage with football fans and their loved ones.

A series of social films offers viewers a behind-the-scenes peek into squad dynamics, and insights into the lives of their favourite players. The socially native spots feature some of the biggest names in football sitting on a purple Cadbury sofa, answering the question ‘who would you bring to your ultimate matchday experience?’.

In one film, the Arsenal team is seen chatting about the family members they’d invite along, with Declan Rice and Leo Trossard opting for their sons, and Jurrien Timber choosing his Mum. Elsewhere, we hear Tottenham Hotspur players discussing the personalities of their teammates, and also get to enjoy some jokes from the Manchester United team.

The push offers people the chance to win one of six once-in-a-lifetime opportunities to experience their ultimate matchday, and to share it with three friends or family members, by buying a pack and visiting thewinningpass.cadbury.co.uk

The socially led campaign is running across channels including Meta, TikTok and YouTube. This is supported by out-of-home, email and other digital activity.