Cadbury has announced its biggest ever on-pack promotion as the brand prepares for the second season of its partnership with the Premier League.

The second season of Cadbury Match and Win is aiming for a hat trick, ramping up three key elements of the campaign with more prizes, across more promotional packs (standard and PMPs), spanning lots more categories including biscuits, singles, duos, bags and drinking chocolate.

Included within the promotion are Twirl, Boost, Cadbury Dairy Milk, Double Decker, Crunchie, Starbar singles and DUOs, worth over £111m.

Consumers will also be able to get involved when trying the new Cadbury Boost + Protein.

Cadbury Match and Win season two will be backed by media investment worth £1.5m and will boast millions of prizes. These will include a Premier League VIP matchday experience, Premier League tickets and cash, alongside other Cadbury and Premier League prizes.

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 and win.

Media will run to the end of October and includes proximity OOH as well as a social media and online video campaign. An extensive range of 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.”

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