Game Changing Wins
Cadbury is championing some of the biggest names in women's football with a series of documentary-style films telling the stories of four legendary players and their loved ones. Showing how a little support can change the game, the films feature England Captain, Leah Williamson and her grandma Bernie reminiscing about how they would always watch football games together, Jill Scott chatting to her old coach Paul about his words of wisdom, Lauren James and her brother Josh talking about garden kickabouts when they were younger, and Katie McCabe and her dad Gary, who took her to watch her first Republic of Ireland game. Live across social, out-of-home, radio, digital, shopper marketing and PR, the campaign offers fans the chance to win a face-to-face meeting with Leah, Jill, Lauren or Katie, as well as other daily prizes. Cadbury is also working with its ambassadors and club partners to ‘change the game’ in local communities, such as through a partnership with Chelsea FC supporting women in business by giving them advertising space for free, and an initiative with Manchester United FC demonstrating the power of memory.
With ‘Game Changing Wins’, our aim was to not only celebrate the incredible achievements of these players as true game-changers – but also to give the players’ loved ones their moment to shine. For it was their small acts of support that played such a powerful role our ambassadors’ journey. It’s a celebration of all the people who are helping change the game for women’s football.
We’re proud to champion women’s football and celebrate the people who help make the game what it is today. Our on-pack promotion gives football and Cadbury fans alike daily chances to win brilliant prizes and we’re looking forward to a summer of game changing activations in-store and online to support the campaign.
