Shoppers Find Premier League Legends in Unexpected Places in Cadbury Social Campaign

Cadbury has revealed a social content push to support the return of its ‘Buy a Legend, Win a Legend’ promotion, featuring football legends Jamie Redknapp and Gary Neville. The initiative was developed in partnership with creative agency ELVIS.

As part of this year’s ‘Buy a Legend, Win a Legend’ campaign, which is now in its second year, ELVIS has worked with Cadbury to develop video content featuring two Premier League legends; Jamie Redknapp and Gary Neville. The two films comically illustrate that by buying a legendary Cadbury product, consumers have the opportunity to win a legend: an exclusive experience with a former Premier League footballer.

The humorous films each feature a shopper being surprised by a football legend when they purchase a bar of Cadbury Dairy Milk. In one film, a man purchasing the chocolate bar at a self-checkout sees a screen displaying ‘Unexpected item in bagging area’, before Jamie Redknapp appears and hands him a carrier bag. In the other execution, an unsuspecting woman buying a bar of Cadbury Dairy Milk sees four Gary Nevilles at the end of her supermarket checkout. The checkout assistant then blows a whistle to call one of the Gary Nevilles up to the till.

The film content will be distributed via Facebook and Instagram, driving people to visit the Buy a Legend, Win a Legend campaign hub, where they can upload a photo of a participating Cadbury product and follow a simple entry process to see if they have won a Cadbury prize. Participants are automatically entered into a prize draw for a chance to win an experience with a Premier League legend.

Media strategy and buying for the campaign is by Carat UK, with talent management by MKTG.

In addition to social content, Cadbury has also launched other ‘Buy a Legend, Win a Legend’ activity including in-store comms and a digital takeover of the Premier League website and social channels.

Lyndsey Homer, brand manager, Cadbury Dairy Milk, said: “After the success of last year’s activity, we wanted our 2019 ‘Buy a Legend, Win a Legend’ campaign to be even bigger and better. As part of this year’s push, we’ve worked with ELVIS to create a fun, humorous social campaign which harnesses our Premier League partnership in a relevant and meaningful way. It’s sure to get people going in store for their chance to win.”

Elli Stone, creative at ELVIS, added: “The 'unexpected item in bagging area' is something all shoppers have experienced at a self-checkout... but finding Jamie Redknapp in there is a little less common! This quirky, memorable social content should grab our audience’s attention and get them excited about the awesome prizes they can try and win as part of the ‘Buy a Legend, Win a Legend’ promotion."