Cadbury kicks off new Premier League Legends promotion


Cadbury has launched a new promotion offering shoppers the chance to win a ‘once-in-a-lifetime experience’ with a Premier League legend.

The ‘Find A Shiny, Win A Legend’ promotion will also give consumers the chance to win pairs of Premier League tickets as well as an array of prizes from Panini, the official sticker and trading card licensee of the Premier League.

Shoppers finding the “shiny” in pack of any participating Cadbury product will instantly win an experience with the Premier League legend that features on it.

Legends include former England internationals Ian Wright, Gary Neville, Michael Owen and Jamie Redknapp, along with former Republic of Ireland, Newcastle and Manchester City goalkeeper Shay Given.

Shoppers who find a shiny just need to follow the instructions on the reverse to claim their prize. The promotion runs until March 31.

The new campaign follows on from the first Premier League Legends campaign which ran last year and offered consumers the chance to meet football legends including Thierry Henry, Jamie Redknapp and Gary Neville.

Even if shoppers don’t find a shiny in participating packs, they could be in with a chance of winning hundreds of other Premier League prizes. They only need to visit and upload a picture of the front of their pack with the Cadbury logo visible.

Prizes include 50 pairs of tickets to Premier League games or any one of 2,600 Panini prizes, including 300 fully complete softcover sticker albums and stickers, 300 hardcover sticker albums and one of 2,000 boxes of Panini stickers.

“As the 2019/2020 Premier League season really heats up through the first three months of the new year, retailers can use the Cadbury ‘Find A Shiny, Win A Legend’ campaign to capitalise on this increased excitement from football fans,” said Pippa Rodgers, brand manager for Cadbury Dairy Milk.

The launch will be supported through a media and out of home campaign. Retailers will be supported through bespoke PoS to help communicate the promotion to shoppers.