Cadbury has revealed a new campaign to support the return of its Match & Win promotion, featuring football superstar Thierry Henry. The initiative was developed in partnership with creative agency ELVIS.

Now in its third year, Match & Win is Cadbury’s biggest on-pack activation, with more than 170 million branded packs in market. As part of Cadbury’s Premier League partnership, the promotion reflects the confectionery brand’s ongoing efforts to strengthen its brand values of generosity and goodness through its association with football.

ELVIS has worked with Cadbury to develop a campaign to drive engagement and purchase amongst consumers, across on-pack, web, social, instore and Out-of-Home channels.

As part of the campaign, ELVIS has created attention-grabbing social content featuring ex-Arsenal star Thierry Henry. The iconic face of Thierry Henry combined with the playful use of the physical and digital worlds is designed to stop users in their tracks whilst they scroll through their social feeds.

Customers buying a special Match & Win pack are invited to visit the campaign site matchandwin.cadburyfc.com and enter their promotional code to get a score prediction for a Premier League match. If the prediction comes true, they can win a VIP match-day experience, Premier League tickets or Cadbury FC merchandise.

This year, for the first time, an ‘instant win’ mechanic will also see up to 200,000 cash prizes worth £1M up for grabs through the Match & Win website.

Media strategy and buying for the campaign is by Carat UK, with talent management by MKTG.

Amelia Duverger, Junior Brand Manager at Mondelez International, said: “Last year’s Match & Win campaign delivered fantastic results, and we’ve got even bigger ambitions this year. With football icon Thierry Henry on board for our digital content, and even more chances to win, 2019 promises to be the best Match & Win promotion ever!”

Marcus Aitman, Senior Creative at ELVIS, added: “Match & Win is back for its third year, and it’s bigger and better than ever! We’re excited to have Thierry Henry as the star of our digital content and we can’t wait for more people to experience the feeling you get when you Match & Win.”