LONDON, 14th December 2023 – Cadbury FC, thebrand’s partnership with the nation’s favourite football clubs, is launching a new content push featuring football legend Ian Wright as part of its Club Together community initiative, to support Grenfell Athletic FC. The campaign was developed in partnership with creative agency elvis, global marketing agency MKTG Sports + Entertainment and Grenfell Athletic FC’s creative agency, Brothers & Sisters.
Cadbury originally launched its Club Together initiative in 2020, harnessing its football club partnerships to support local communities in their time of need – something which has become even more important as economic pressures continue to impact communities.
Earlier this year, Cadbury kicked off the new phase of its Club Together programme by pooling the resources of 14 top professional clubs to create a ‘Common Ground’ for Grenfell Athletic FC – a pitch to act as a home for Grenfell’s Men’s and Women’s teams, where the wider community could come together. The brand donated much-needed assets to the club, such as goal posts, dugouts, training equipment and expertise from their league club partners, while the Cadbury Foundation also made a cash donation.
To mark the installation of the new Common Ground pitch at Grenfell Athletic FC, Cadbury hosted a launch football match, inviting ambassadors and club legends including Wes Brown and Carlo Cudicini to watch a game between Grenfell Athletic FC and Cadbury All Stars, where attendees enjoyed an afternoon of music, food and drink to celebrate the opening.
Following the match and as the culmination of the campaign, elvis has partnered with Cadbury FC to produce an emotive 5-minute film celebrating the success of the Common Ground initiative, starring football legend Ian Wright. The spot sees Wright introducing Grenfell Athletic FC before meeting its founder, Rupert Taylor, who talks about how he launched the club and worked with Cadbury FC to help the club grow. The film also tells the story of the launch match, revealing how it came together and showcasing some of its highlights, thanks to the generosity of its club partners.
The film represents the start of Cadbury FC’s seven-year plan to level the playing field for grassroots clubs across the UK. In 2024 the brand will be working with Grenfell Athletic FC as its partner ambassador to find other grassroots clubs across the UK, in need of support.
The content push is rolling out across social channels.
Cadbury FC has partnered with some of the nation’s favourite clubs since 2020, helping to change the game for those who need it most. This year, the brand approached its partners to ask them to donate to the cause. For the first time in history, 14 league clubs, including Arsenal FC, Birmingham City, Celtic, Chelsea FC, Leeds United, Lincoln City, Liverpool FC, Manchester United, Notts County, Rangers, Sheffield Wednesday, Sheffield United, Tottenham Hotspur and West Bromwich Albion have come together for the united benefit of another team, Grenfell Athletic FC.
As part of its ongoing relationship with Cadbury FC, elvis has led strategy and creative for the initiative. The campaign has been developed incollaboration with Grenfell Athletic FC creative agency Brothers & Sisters, with support on partnerships from global marketing agency, MKTG Sports + Entertainment.
Chris Parker, Cadbury Sponsorships, Mondelēz International, said: “This film shines a light on the amazing work being done by Grenfell Athletic FC, and showcases a fantastic day with the Grenfell community. At Cadbury, we are incredibly proud to work with the team, uniting 14 of our partner clubs. Through their generosity, we have donated assets and funds to create a Common Ground for Grenfell Athletic FC for years to come.”
Rupert Taylor, Founder of Grenfell Athletic FC, added:“What an extraordinary get together, on a beautiful sunny day. Grenfell Athletic players from all teams, Men’s & Women’s, Saturday and Sunday, coming together to play against Cadbury and Club partners. Football, music, food, community – a perfect way to launch our Common Ground and the next phase of our partnership with Cadbury FC. A huge thank you to everyone that made the event so special and everyone who continues to support Grenfell Athletic FC and our journey.”
Neale Horrigan, Executive Creative Director, elvis, concluded: “We’re really proud to launch this new film, which represents the culmination of the successful campaign we launched with Cadbury FC and Grenfell Athletic FC in the summer. Hosted by the legendary Ian Wright, this work really highlights how important Grenfell Athletic FC is to the community, and clearly shows how Cadbury FC is more than just a sponsor – it’s a partner.”
