CREATING A TABLE TOPPING PROMOTION
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.