The brand has launched the campaign “Win For Your Squad”, developed in collaboration with VCCP, where the focus is not on who wins – but on who they share the victory with.
Unlike most promotional models that place audiences in an individual “winner” mindset, Cadbury builds the entire campaign around the idea that sports and fan moments have greater value when experienced collectively. That is precisely why the prizes are not designed as solo experiences, but as gatherings and activities intended for friends, family, and one’s own “squad”.
At the center of the campaign are football stars Declan Rice, Lauren James, and Virgil van Dijk, but without classic sports iconography or celebrity distance. Instead of large stadium scenes and hero storytelling, the campaign places them in completely everyday situations – gaming with friends, bowling, or choosing music together in a record store.
This approach feels much closer to internet culture and the type of content currently dominating TikTok, Reels, and YouTube lifestyle formats than to traditional sports advertising.
The campaign also reflects a broader trend in entertainment and sports marketing: audiences today respond far more positively to celebrity appearances that feel spontaneous, social, and “unfiltered” than to tightly controlled celebrity campaigns focused exclusively on status and performance.
The promotional mechanic is connected to QR codes placed on product packaging, directing users to a digital platform where they can register codes and choose the footballer they want to meet together with their friends. In addition to meet-and-greets with the stars, the campaign also includes various football-related experiences – from match tickets to lifestyle prizes designed for groups of friends.
The digital platform was developed by Bernadette, while the activation, retail, and CRM segment were led by the teams at VCCP Retail and Experience and VCCP Loyalty & CRM.
The campaign will run across the United Kingdom and Ireland until July 19, with communication spanning OOH, AV, YouTube, radio, social, and retail channels.
