Cadbury rewrites the rules of winning

Cadbury unveils its latest campaign, Win for Your Squad, a nationwide initiative which aims to shift the focus from individual glory to collective celebration. 

Created by global creative agency of record VCCP, the campaign reinforces the Cadbury brand’s long-standing commitment to generosity by offering fans the chance to share once-in-a-lifetime prizes with their closest friends and family. 

Cadbury has teamed up with a host of iconic footballers to offer customers the chance to win a hang out with stars such as Declan Rice, Lauren James and Virgil van Dijk, alongside a variety of other football-themed prizes, including match day tickets and lifestyle vouchers, all of which can be enjoyed with friends and family. Rooted in the simple human truth that winning always feels better when it is shared, the campaign breaks the usual mould of solo prize wins, instead celebrating the delight that comes from sharing one’s prizes with their starting 11. 

At the heart of the campaign sits three 20” films directed by award-winning director Zak Razvi through VCCP’s Girl&Bear Studios, which spotlight how the players become part of a ‘squad’ of winning mates to emphasise the generosity that underlies the campaign. Each film features a different footballer hanging out with a group of friends, as if they’re part of the friendship gang - sharing in-jokes and joining in with their fun. From England and Arsenal midfielder Rice playing video games with a group of friends, to van Dijk joining in at a bowling alley, to James helping someone pick out a record, the campaign puts iconic footballers into authentic moments of friendship - spotlighting the increased satisfaction that comes when wins can be shared. 

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.”

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.”