Cadbury’s second phase of its partnership with the Premier League kicks off this month with a ‘Win a Legend’ promotion targeting consumers across the country.
Running from January 1st until March 31st 2018, the new promotion offers consumers the chance to win an experience day with a Premier League legend (Thierry Henry, Ian Wright, Jamie Redknapp or Michael Owen) plus thousands of instant win prizes, including pairs of match tickets and Cadbury Premier League merchandise, when they purchase a ‘legendary’ product from the Cadbury Dairy Milk range.
Cadbury says the Legend experience days will be tailored as much as possible to the winners’ wishes but might include one of the Legends visiting a winner’s local football team and supporting it from the sideline (including a half time team talk with players and a meet and greet with players and spectators) the chance to watch a live Premier League match with a Legend (including transport to the match, hospitality tickets with family/friends, opportunities for photos and autographs).
To enter, consumers need to purchase a Cadbury Dairy Milk core single or tablet (Cadbury Dairy Milk, Cadbury Dairy Milk Caramel, Cadbury Dairy Milk Fruit and Nut or Cadbury Dairy Milk Whole Nut), then visit www.CadburyLegends.com and upload a digital photo of the product, clearly showing the Cadbury logo, to the site.
The promotion is open to anyone aged 18 or over living in the UK and the Republic of Ireland (who is not connected to the promoters). It runs from now until March 29th and entrants must have Internet access, an e-mail account and the ability to take and upload a photo.
Tier 1 prizes include four Premier League Legend Experiences (up to the value of £2,000). There is no guarantee which player the experience will be with. Tier 2 prizes include 10 pairs of tickets to a Premier League match for the 2018/19 season. There are 2,000 Tier 3 prizes including Now TV Sky Sports one month passes, scarves, footballs and football bag and water bottle combinations.
Tier 1 winners will be selected in a random draw to take place by April 6th from all entries received throughout the promotional period. Tier 2 and 3 Prizes will be allocated according to random pre-determined ‘winning moments’ across the promotional period.
There is a No Purchase Necessary route for Northern Ireland.
Supported by a £4m full-brand campaign, including Out of Home (OOH) and digital plus POS, the promotion aims to help drive penetration and frequency both in the singles and tablet categories of the confectionery market.
Katrina Davison, brand manager for Cadbury Dairy Milk, says: “Mondelēz International has been a great contributor to incremental growth for chocolate singles, particularly within the first quarter of the year. Last year, our Cadbury Dairy Milk ‘flavours’ campaign in Q1 drove +5% ROS and reached 91% of adults 10.9 times. What’s more, our first and broadest on-pack promotion with the Premier League is driving excellent results – double digit growth in grocery channels and Mondelez is driving penetration gains across the market.”
Davison adds: “We’re eager to push growth even further with our latest promotion. We’ve focused on our core range, which are legends themselves within the confectionery category, and coupled it with strong support so we expect demand to be high.”
The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with global Power Brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.
