Cadbury generosity has found a new outlet. VCCP’s new campaign, Win for Your Squad, offers fans the chance to share once-in-a-lifetime prizes with their closest friends and family. The UK initiative aims to shift the focus from individual glory to collective celebration.

Cadbury has teamed up with a host of football stars to offer customers the chance to win a hang out with Declan Rice, Lauren James and Virgil van Dijk, or win a variety of other football-themed prizes, including match day tickets and lifestyle vouchers, all of which can be enjoyed with friends and family. The campaign built on the simple human truth that winning always feels better when it is shared, breaks the usual mould of solo prize wins, instead celebrating the delight that comes from sharing one’s prizes with their starting 11. 

The campaign leads with three 20-second films, directed by Zak Razvi through VCCP’s Girl&Bear Studios, that spotlight how the players become part of a ‘squad’ of winning mates to emphasise the generosity that underlies the campaign. Each film features a different footballer hanging out with a group of friends, as if they’re part of the friendship gang – sharing in-jokes and joining in with their fun. The campaign puts famous footballers into authentic moments of friendship – England and Arsenal midfielder, Declan Rice, playing video games with a group of friends; Virgil van Dijk joining in at a bowling alley; Lauren James helping someone pick out a record, pointing to the increased satisfaction that comes when wins can be shared. 

Elise Burditt, senior director at Mondelez, stated, “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.”

Angus Vine, Creative Director at VCCP, added, “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.”

The on-pack promotion consists of a QR code which, when scanned, will take customers to this website designed and engineered by VCCP’s digital experience agency, Bernadette. Customers can enter their barcode and batch number on the site to enter the draw, selecting the VIP football star they’d like to meet alongside friends. The campaign and activation strategy was led by VCCP Retail and Experience, and the data strategy, CRM and targeted social, was delivered by VCCP’s Loyalty and CRM team.

The fullcampaign covers social, AV, OOH, YouTube, radio and retail with the promotion and campaign running across the UK and ROI until July 19. 

Credits:
Client: Mondelez (Cadbury)
Senior Marketing Director: Elise Burditt
Partnerships & Owned Channel Lead: Louise Page
Senior Brand Manager: Lyndsey Homer
Junior Brand Manager: Charlotte Docker

Advertising Agency: VCCP
Chief Creative Officers: Chris Birch & Jonny Parker
Creative Director: Angus Vine
Creatives: Adam Jackson & Ted Price
Vice Chairman: David Boscawen
Managing Partner: Matt Smith
Business Director: Rob Gray
Account Director: Maddie Jones
Account Manager: Ella Wright
Account Coordinator: Holly Williams-Thomas
Group Planning Director: Gethin James
Head of Commerce Strategy: Steven Renou
Senior Retail Experience Planner: Jon West

Digital Agency: Bernadette 
Account Director: Alice Bish
Project Director: Liane Baio
Project Manager: Roberta Okrah 
Digital Creative Director: Will Aslett 

Content Creation Studio: Girl&Bear Studios
Director: Zak Razvi
Executive Producer: Charlotte Borrell
Producer: Sam Breen
Production Manager: Miriam Deas
Production Assistant: Filly Simon
Director of Photography: Sy Turnball

Editor: Liam Bachler @ Tenthree
Colourist – Dan Moran @ Company3
Post-Production: Girl&Bear Post
Online Editor- Syd Harvey @ G&B Post
Online Producer – Heather Mooney
Sound Engineer: Stuart Allen-Hynd @ Jungle

Photographer: Jason Hindley
Photographer Agent: Wyatt Clarke+Jones
Retouching Company: Stanley’s Post 

Talent Management Agency: MKTG
Media Buying Agency: Publicis Media UK
Organic Social Agency: Dentsu