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How we created an off-pack promotion for Cadbury countlines that would appeal to our audience’s inner Henry’s and Redknapp’s.


Cadbury’s singles category was facing growing competition from new snacking trends and formats, with a younger audience who were less familiar with their five classic countline bars.

Our job was to create an engaging sales promotion that leveraged Cadbury’s Premier League sponsorship while appealing to a new generation of snackers and that would drive visibility in store.


A promotion for five Cadbury chocolate bars that leveraged Cadbury’s Premier League sponsorship could only mean one thing – we needed to create the ultimate 5-a-side tournament. 

Taking our cue directly from the five unique hero bars Double Decker, Boost, Crunchie, Twirl and Wispa, we matched each bar to the personality of a Premier League legend and soon we had the starting line up for the Ultimate 5-a-side Tournament.


Inviting Cadbury fans to form their own team and get stuck in, our winners would enjoy the VIP treatment at PowerLeague Wembley. A packed day awaited the lucky fans with a Q&A session, a chance to meet our 5 footy legends, then training before kick off for the 5-a-side tournament of a lifetime.  

By lining up talent including Thierry Henry and Jamie Redknapp, we drummed up buzz for the promotion online with social posts including a teaser video for Twitter which was shared and promoted by our 5 stars.


The Ultimate 5-a-side Tournament activation saw Cadbury singles grow 3.4% vs YA in total market, and 15% vs YA in grocery multiples. This drove 10pp of distribution in the channel vs YA.

We also measured brilliant reach and response on social media, with over 12 million impressions on our sponsored teaser post. Our five legends also took the campaign in their stride, sharing over over 55 posts on Instagram and Twitter, with a combined reach of 6.6 million views.

Finally, we created the first ever Cadbury FC squad, with 13 teams taking part in the tournament, giving 96 very happy customers the experience of a lifetime.