Cadbury puts football legends on shiny Panini stickers for 'Win a legend' promotion

Charlie Spargo's picture
Shiny football stickers feature from left to right Gary Neville, Jamie Redknapp and Ian Wright

In the third year of its ‘Buy a Legend, Win a Legend’ promotion in association with popular sticker producers Panini, Cadbury has partnered with ELVIS to create shiny versions with some of Britain's most-loved footballers.

Gary Neville, Ian Wright, Michael Owen, Shay Given and Jamie Redknapp will appear on the ‘shiny’ stickers desperately coveted by Panini fans, which can be found hidden in selected Cadbury packs. The campaign is part of a wider strategy centred on Cadbury’s Premier League partnership, and seeks to drive purchases of its range following Christmas.

The promotion is supported by social content featuring Redknapp and Neville across Facebook, Instagram and Twitter, as well as on the footballers’ own social channels, as well as OOH and in-store activity.

Promotional Cadbury products invite consumers to ‘Find the Shiny, Win a Legend’. If their pack contains a Panini sticker, they win an experience with the legend who appears. If not, they can visit Cadbury's website to scan their product and find out if they have won Premier League tickets or one of a selection of Panini prizes, which include collectors' edition sticker albums.

Pippa Rogers, Junior Brand Manager at Mondelēz, said: “We’re delighted to be joining forces with the legendary Panini as ‘Buy a Legend, Win a Legend’ returns for its third year. This unique and exciting campaign is sure to get consumers seeking out Cadbury chocolate as they look for the much-coveted shiny stickers and exciting Premier League prizes.”

Neale Horrigan, Creative Managing Partner at ELVIS, said: “This campaign represents the coming together of two legendary brands - Cadbury and Panini. Many of us have experienced the thrill of searching for that special sticker to complete our collection, and this work harnesses that feeling to get people buying Cadbury products."