Cadbury puts squad celebrations at heart of Win For Your Squad push

Cadbury has unveiled Win For Your Squad, a nationwide promotion and integrated campaign that offers fans the chance to share football prizes with friends and family, betting that collective experiences will drive stronger participation than traditional solo wins.The Mondelez-owned brand has signed Declan Rice, Lauren James and Virgil van Dijk as the campaign’s headline faces, with former England forward Ian Wright also included as an experience option, giving the promotion recognisable talent across men’s and women’s football.Elise Burditt, Senior Director at Mondelez, said: “The Cadbury identity is rooted in generosity, and ‘Win For Your Squad’ brings this to life by proving that a victory feels infinitely better when shared with your community. By trading solo prizes for squad experiences, we’re celebrating the connections that bring us together and making the thrill of the win a little sweeter for everyone.”The campaign is built around an on-pack mechanic, with consumers scanning a QR code and entering product details online to join a prize draw and select which football icon they would like to meet.Cadbury is pitching the offer around “money-can’t-buy” hangouts that allow winners to bring up to 10 people, positioning the reward as a group memory rather than a single-person benefit.Angus Vine, Creative Director at VCCP, said: “The only thing better than winning is having your whole group of mates there to celebrate it with you. Our ‘Win For Your Squad’ campaign perfectly places footballing legends authentically into winning friendship groups. By bringing icons like Declan, Lauren, and Virgil into the heart of the scenarios, we’re upping the stakes for generosity this summer.”The creative centres on three short films directed by Zak Razvi, showing the players dropping into everyday friendship moments, including Rice playing video games, van Dijk joining a bowling trip and James helping someone pick out a record.Cadbury and VCCP have set the media plan across social, online video, out-of-home, radio and retail, with the promotion running across the UK and Republic of Ireland until July 20.Alongside the headline experiences, the promotion includes a wider pool of instant rewards, with matchday tickets and lifestyle-style prizes designed to increase repeat engagement and provide more frequent win moments.The commercial logic is to turn football’s social rituals into a brand mechanic, using group experiences to drive talkability, sharing and participation while keeping Cadbury’s generosity platform central in a crowded summer marketing window.