Chocolatier Cadbury has unveiled a new campaign starring footballers Leah Williamson, Jill Scott, Lauren James and Katie McCabe.
The multichannel marketing drive, titled ‘Game Changing Wins’ was developed in partnership with creative agencies Elvis, MKTG and Publicis Media. It aims to show how a little support can go a long way.
Containing a series of documentary-style hero films, directed by Emily McDonald, the campaign tells the story of the four football stars and their family, showing how love and support got them to where they are today.
“With ‘Game Changing Wins’, our aim was to not only celebrate the incredible achievements of these players as true game-changers, but also to give the players’ loved ones their moment to shine,” said Tanya Whitehouse, CEO of Elvis.
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“For it was their small acts of support that played such a powerful role our ambassadors’ journey. It’s a celebration of all the people who are helping change the game for women’s football.”
As part of the campaign, the chocolate brand is offering the public the chance to win a meeting with one of the stars, as well as a signed shirt, hotel stay and travel for them and three of their close friends or family members. Other prizes include match tickets and vouchers.
The ad series across social media, out-of-home, radio, digital, shopper marketing and PR channels in the UK and Ireland. Publicis Media handled media planning and buying.
“We’re proud to champion women’s football and celebrate the people who help make the game what it is today,” said Beth Williams, junior brand manager at Mondelēz International.
