Cadbury Match and Win is entering its second Premier League season and the campaign is aiming for a hat trick, ramping up three key elements: more prizes, across more promotional packs, spanning more categories.
The promotion is running across biscuits, singles, duos, bags and drinking chocolate, with pricemarked and non-pricemarked packs taking part, and includes Cadbury’s star players: bestselling brands Twirl, Boost, Cadbury Dairy Milk, Double Decker, Crunchie, Starbar singles and DUOs. Three of the singles included in the promotion are among the UK’s top 10 bestselling singles, claims the firm. Consumers will also be able to get involved when trying new Cadbury Boost + Protein.
Backed by a media investment worth £1.5m, prizes include: a Premier League VIP matchday experience and Premier League tickets. To win, consumers simply need to enter the barcode and batch code found on the back of one of 203 million promotional packs. The site will then generate a score prediction for a real Premier League match in the upcoming weekend of fixtures. If their score prediction matches the final game result, they are guaranteed to win a prize. Consumers will have 10 weekends during which to play along and win big.
The campaign will run until 26 October, supported by out of home, social media and online video activity. An extensive range of point of sale material (POS) will be available to retailers to help them create theatre in-store.
Susan Nash, trade communications manager at Mondelez International, said: “Our Premier League promotions build on a history of iconic and engaging partnerships for Cadbury which have helped to drive incremental sales. With this latest promotion we have the same goal as the Premier League: sharing excitement with millions of people through the thrill of the upcoming season. Our partnership has been really successful to date, and so we’re back bigger and better for the new season.
“With a £1.5m marketing investment, we expect demand to be high so retailers should stock up in advance and maximise visibility in store with the impactful POS theatre to make the most of the opportunity.”