Preference Choice Publication

Cadbury teams up with England's top football clubs on Find a Legend, Win a Legend campaign

Tyrone Stewart


Cadbury has teamed up with some of England’s top football clubs to relaunch its ‘Find a Legend, Win a Legend’ promotion alongside a social-first campaign.

The confectionary giant has lined up legends from Premier League big boys Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur to front the campaign. Former players include Ian Wright, Petr Cech, Gary Neville, Robbie Fowler, Micah Richards, and Rafael van der Vaart.

The campaign, developed in partnership with creative agency Elvis, features national social content starring Ian Wright, which sees the viewer finding Wright’s shirt in their Cadbury pack before popping up in Wright’s living room – to the surprise of the Arsenal legend. Alongside Wright’s ad, there will be club-specific social content featuring the other legends, as well as several radio ads.

“We’re delighted to bring our popular Find a Legend, Win a Legend promotion back for 2021, partnering with the nation’s top football clubs to offer some amazing prizes,” said Pippa Rodgers, Brand Manager at Cadbury’s parent company, Mondelez International. “We wanted to offer a fresh take on Legends while retaining strategic consistency. It’s a simple and flexible campaign which we hope will drive even more participation and engagement than in previous years.”

The Find a Legend, Win a Legend promotion invites consumers to buy promotional Cadbury bars. If their pack has a legend’s shirt inside it, they win an experience with that legend. If there isn’t a shirt, they can enter their barcode online at legends.caduryfc.com and find out if they have won a £5/€5 or £10/€10 club shop voucher, or a personalised message from one the legends featured in the campaign – which is now in its fourth year.

Last year, Cadbury worked with the same group of football clubs, as well as some fans, to tap into the ‘pass it on’ social video trend for its ‘Match & Win’ campaign.