Cadbury campaign celebrates shared wins

Cadbury has launched Win for Your Squad, a football-led campaign created by VCCP that centres on shared experiences and collective celebration rather than individual rewards. The campaign offers consumers the opportunity to win prizes designed to be enjoyed with friends and family, reinforcing the brand’s longstanding positioning around generosity.

The nationwide activation features footballers including Declan Rice, Lauren James and Virgil van Dijk, with prizes ranging from meet-and-greet experiences to match tickets and lifestyle vouchers. Cadbury said the campaign is built around the idea that winning becomes more meaningful when shared with others.

VCCP places football stars inside friendship groups

At the centre of the campaign are three 20-second films directed by Zak Razvi through Girl&Bear Studios. Each film places a football player inside everyday social settings, presenting them as part of a wider friendship group rather than the sole focus of attention.

One film shows Declan Rice playing video games with friends, while another features Virgil van Dijk at a bowling alley. A third follows Lauren James helping someone choose a record. Across the films, the players participate in ordinary social moments designed to reflect the campaign’s focus on generosity and shared enjoyment.

Elise Burditt, senior director, Mondelez: “The Cadbury identity is rooted in generosity, and ‘Win For Your Squad’ brings this to life by proving that a victory feels infinitely better when shared with your community. By trading solo prizes for squad experiences, we’re celebrating the connections that bring us together and making the thrill of the win a little sweeter for everyone.”

Integrated campaign spans UK and Ireland

The campaign includes an on-pack promotion featuring QR codes that direct consumers to a digital platform created by VCCP’s digital experience agency Bernadette. Participants can enter barcode and batch information for the chance to win experiences with football players alongside friends.

The wider activation strategy was led by VCCP Retail and Experience, while VCCP’s Loyalty and CRM division handled data strategy, CRM activity and targeted social content.

Angus Vine, creative director, VCCP: “The only thing better than winning is having your whole group of mates there to celebrate it with you. Our ‘Win For Your Squad’ campaign perfectly places footballing legends authentically into winning friendship groups. By bringing icons like Declan, Lauren, and Virgil into the heart of the scenarios, we’re upping the stakes for generosity this summer.”

Campaign runs across multiple media channels

The integrated campaign runs across social media, AV, out-of-home, YouTube, radio and retail channels in the UK and Ireland until 19 July.

Cadbury said the campaign continues the brand’s wider focus on generosity while using football culture and shared experiences to connect with audiences during the summer sporting calendar.

www.cadbury.co.uk