Cadbury: The Ultimate 5-a-side Tournament

Confectionery brand Cadbury leveraged its Premier League partnership to return its top-five chocolate bars to growth in the UK.

Campaign details

Brand: CadburyAgency: BD NetworkCountry: United Kingdom

Challenge and business objectives

Throughout 2017, the chocolate singles (bars) category continued to suffer long-term decline. UK consumers (particularly younger audiences aged 16-24) were switching to other snacks and chocolate formats (like share bags), meaning that singles were struggling to maintain relevance during the afternoon snacking occasion. This loss of penetration was further compounded by store closures that led to reduced availability and visibility.

In 2018, Cadbury wanted to reverse these fortunes in retail and leverage its Premier League partnership (then entering its second year) in a...

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