The second phase of Cadbury’s partnership with the Premier League will kick off this January with a promotion offering the chance to win a day with a Premier League “legend”.

Running from 1January until 31 March, the new promotion will offer consumers the chance to win an experience day with either Thierry Henry, Ian Wright, Jamie Redknapp or Michael Owen, plus thousands of instant win prizes, including pairs of match tickets and Cadbury Premier League merchandise, when they purchase a single or tablet from the Cadbury Dairy Milk range.

To have a chance to win, consumers will need to purchase a Cadbury Dairy Milk core single or tablet (Cadbury Dairy Milk, Cadbury Dairy Milk Caramel, Cadbury Dairy Milk Fruit and Nut or Cadbury Dairy Milk Whole Nut), then visit and scan the logo with their phone.

Supported by a £4m full-brand campaign, including an OOH and digital campaign, plus eye-catching POS and pre-fills, the promotion aims to help drive penetration and frequency both in the singles and tablet categories.

Katrina Davison, brand manager for Cadbury Dairy Milk, said: “We’re eager to push growth even further with our latest promotion. We’ve focused on our core range, which are legends themselves within the confectionery category, and coupled it with strong support so we expect demand to be high. Retailers should stock up in advance and maximise visibility in store with the impactful POS theatre to make the most of the opportunity.”