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product news: Cadbury Premier League tie-up spawns 5-a-side competition

John Wood ·

Cadbury is launching a promotion as part of its partnership with the Premier League.

Running from 30 April to 30 June, the competition will offer 13 consumers the chance to win an opportunity to team up with five friends and join in a 5-a-side football tournament at Powerleague, Wembley, with five football stars: Thierry Henry, Jamie Redknapp, Shay Given, Jimmy Bullard and Alex Scott from the England women’s team.

Before they play there will be a chance to mingle with the stars at a meet and greet including a question and answer session and a photo opportunity.

To be in with a chance of winning a spot in the 5-a-side football game, consumers must purchase Cadbury’s any single bar such as Twirl, Wispa, Double Decker, Crunchie or Boost, and enter the barcode found on their pack at the promotion’s website to be entered into a prize draw.

As well as the football match prize, there will be 100 cash prizes, up to a value of £1,000. Instant win cash prizes will be found on tokens inside the winning packs.

For retailers who stock the participating products and display POS material, Mondelēz International will match the value of each cash prize for retailers where winning packs are purchased.

The competition will be supported by a £1m marketing spend, including an OOH campaign, social media and PR support.

Raphael Capitani, brand manager for Cadbury singles, said: “The Cadbury-Premier League partnership has already proven to be a successful collaboration, due to strong competitions with unique experiences up-for-grabs, and we hope this latest promotion will do the same.

“Our newest competition offers consumers a money-can’t-buy prize with footballing legends as well as hundreds of cash prizes to help create further excitement and drive sales and frequency in singles. What’s more, the retailer has a chance to win big too so they should stock up now to make the most of the promotion.

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