Cadbury and England's Lionesses Show How a Little Support Can Change the Game

Cadbury is championing some of the biggest names in women’s football in a new multichannel campaign called ‘Game Changing Wins’ developed in partnership with creative agencies elvis, MKTG and Publicis Media.

The campaign, which builds on Cadbury’s brand purpose of inspiring generosity, uses its partnership with leading female players to show how a little support can change the game.

A series of naturalistic, documentary-style hero films, directed by Emily McDonald at Untold Studios, tells the stories of four legendary female players from the UK and Ireland and their loved ones, showing how their support helped them get to where they are today. One film features England Captain, Leah Williamson and her grandma Bernie reminiscing about how they would always watch football games together. Others feature Jill Scott chatting to her old coach Paul about his words of wisdom, Lauren James and her brother Josh talking about garden kickabouts when they were younger, and Katie McCabe and her dad Gary, who took her to watch her first Republic of Ireland football match.

Cadbury is offering people the chance to win an inspiring face-to-face meeting with either Leah, Jill, Katie or Lauren, as well as a signed shirt, hotel stay and travel to share with three of their game-changing friends or family. People can also win daily prizes, including football match tickets and hundreds of vouchers.

The campaign is running across social, out-of-home, radio, digital, shopper marketing and PR channels in the UK and the Republic of Ireland. Media planning and buying is by Publicis Media.

Cadbury is also working with its ambassadors and club partners to ‘change the game’ in local communities. These initiatives range from an Edge of the Box partnership with Chelsea FC supporting women in business by giving them advertising space for free to a Memories Unite Us initiative with Manchester United FC demonstrating the power of memory.

Tanya Whitehouse, CEO, elvis, said, “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. 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.”

Beth Williams, junior brand manager, Mondelēz International, added, “We’re proud to champion women’s football and celebrate the people who help make the game what it is today. Our on-pack promotion gives football and Cadbury fans alike daily chances to win brilliant prizes and we’re looking forward to a summer of game changing activations in-store and online to support the campaign”

Gemma Woor, business director, MKTG added, “We are so proud to support Cadbury in bringing ‘Game Changing Wins’ to life. A campaign that not only celebrates the incredible athletes at the heart of women’s football, but also shines a light on the everyday game-changers whose small gestures make a big difference”

Consumers can visit the Game Changing Wins website to find out more.