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Cadbury kicks off summer promo with football stars

Cadbury’s Win For Your Squad campaign poster

Cadbury’s Win For Your Squad campaign offers retailers the opportunity to win cash prizes for their teams

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Kiran Paul
By Kiran PaulApr 16, 2026
Kiran Paul
With a background that spans both the agility of startup environments and the established presence of Asian Media Group, Kiran tries to bring a well-rounded perspective to his work. His career as a journalist began at a dynamic news startup, where he honed his reporting and storytelling skills for five years, gaining valuable experience in a fast-paced and evolving media landscape. Since 2018, he has been contributing to Asian Trader, where a standout feature of his work has been his in-depth interviews with award-winning retailers, which he transforms into insightful profiles that appear in each issue.
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Mondelēz International is rolling out a major on-pack promotion across its Cadbury range, aiming to drive in-store engagement and incremental sales ahead of a summer of football.

The Win For Your Squad campaign offers shoppers the chance to win a series of “money-can’t-buy” experiences with high-profile players including Ian Wright, Virgil van Dijk, Lauren James and Declan Rice.

Experiences on offer include gaming sessions, coaching opportunities, VIP match watch-alongs and social activities, all designed to be shared with friends and family. The promotion also features additional prizes such as matchday tickets for the 2026/27 season and lifestyle vouchers.

Running until 20 July, the campaign is open to shoppers who purchase any promotional pack across Mondelēz’s sweet snacking range and enter via QR code or online. The initiative places a strong emphasis on shared experiences, aligning with Cadbury’s brand positioning around generosity and connection.

In parallel, Mondelēz is targeting the trade with a retailer-facing mechanic, giving convenience operators the chance to win £750 in vouchers for their team alongside £200 worth of stock each. Retailers can enter via the company’s SnackDisplay platform, with the competition running from 15 April to 31 July.

Charlotte Docker, junior brand manager at Mondelēz International, said: “Win For Your Squad is all about bringing people together through the power of sharing, especially during one of the biggest moments in the football calendar. We know that shoppers are looking for ways to make those matchday moments even more special, and this campaign gives them the chance to win unforgettable experiences not just for themselves, but for their friends and family too.

“By combining standout on-pack activation with a compelling prize pool and the support of some of football’s biggest names, we’re creating a strong reason for shoppers to engage in store. At the same time, we’re helping retailers reward their own teams, as well as drive excitement to increase footfall and unlock incremental sales.”

The promotion will be backed by a multi-channel marketing campaign spanning social media, broadcast, digital and out-of-home advertising, providing additional visibility for retailers during the key trading period.

mondelz internationalcadbury

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