Cadbury has launched a new campaign with a range of top football clubs to promote its Club Together community initiative in support of Grenfell Athletic FC.
Developed in partnership with creative agency Elvis, global marketing agency MKTG Sports + Entertainment and Grenfell Athletic FC’s own agency of record Brothers & Sisters, the campaign collaborates with the nation’s favourite football clubs.
Led by a 45-second film, the creative will be supported by out-of-home (OOH), digital and social activity, followed by a second film set to go live later this summer.
The campaign video looks to shed light on Cadbury FC and its club partners, as well as the powerful stories of individuals involved with the initiative.
Cadbury’s mission sees the chocolate brand pool resources from 14 professional clubs to create a ‘common ground’ for Grenfell Athletic FC.
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Alongside its own contributions, Cadbury has approached its partner league clubs to ask them to donate to the initiative, as part of which a new pitch will act as a base for its men’s and women’s teams.
The initiative will see much-needed assets, such as grass seed and soil donated to the club, as well as equipment and expertise from the partner professional clubs.
The 14 league clubs involved with the initiative include Arsenal, Birmingham City, Celtic, Chelsea, Leeds United, Lincoln City, Liverpool, Manchester United, Notts County, Rangers, Sheffield Wednesday, Sheffield United, Tottenham Hotspur and West Bromwich Albion.
“Our Club Together platform aims to make long-term societal change by enabling everyone to have the opportunity to enjoy the beautiful game. The cost-of-living crisis is affecting people’s access to football and the social connection it provides, which is incredibly important for us as a brand,” said Cadbury Sponsorships, mondelez international Chris Parker.
“Starting with Grenfell Athletic F.C., Cadbury is committed to bringing about change up and down the UK for years to come,” he added.
Elvis executive creative director Neale Horrigan added: “It means a huge amount to us to be involved in this important initiative.”
“The latest campaign we’ve developed for Club Together aims to shine a light on the stories of some of the individuals who will be impacted by the initiative, all delivered with warmth and humanity.”
