Cadbury is launching a multichannel campaign featuring some of football’s biggest stars, as part of its ongoing partnership with Arsenal FC, Chelsea FC, Leeds United FC, Liverpool FC, Manchester United FC, and Tottenham Hotspur FC.

The campaign, titled ‘The Winning Pass’, was created in collaboration with the creative agency elvis.

Building on Cadbury’s mission to inspire generosity, the campaign aims to drive sales by leveraging its football partnerships.

Centered around the theme of sharing, it authentically brings the concept of generosity to life, engaging football fans and their loved ones.

A series of social films provides behind-the-scenes glimpses into squad dynamics and personal moments with players. These socially native videos show top footballers relaxing on a signature purple Cadbury sofa, answering the question: “Who would you bring to your ultimate matchday experience?”

The socially led campaign runs on platforms like Meta, TikTok, and YouTube, supported by out-of-home ads, email, and other digital efforts.

Tanya Whitehouse, CEO of elvis, said: “The Winning Pass offers football fans an authentic glimpse into the lives of their favourite football players. By capturing genuine moments and personal stories, we’ve created socially native content that connects emotionally through the power of storytelling.”

Chris Parker, Brand Manager, Partnerships at Mondelēz, added: “This new campaign perfectly captures the spirit of generosity in an authentic and emotionally engaging way. We know people love to share special experiences with those closest to them, and our top-tier prize gives winners the chance to enjoy an unforgettable matchday alongside three friends or family members.”