Cadbury's 'Pass It On' Campaign Leverages Football Tie-Ups At Start Of 20/21 Premier League Season

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As the Premier League returns for the 20/21 season, Cadbury has launched a new campaign supporting the return for the fourth year of its UK football ‘Match & Win’ promotion called ‘Pass It On’ which features players from some of the country’stop clubs.

The initiative, developed in harness with creative agency Elvis, is the brand’s biggest ever on-pack initiative and leverages its team partnerships with Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur

 The campaign, which aims to grab attention and drive purchases of Cadbury products and reward winners with some epic prizes, saw Elvis create a playful concept that provides the ‘ultimate way to bring fans, players, clubs and chocolate all together’. All while remaining socially distanced of course.

Leaning into the online edited video trend of ‘pass it on’ style social videos, the campaign’s spearhead executions feature elite footballers and a diverse cast of fans passing Cadbury products and kicking balls to one another in a fun medley of actions.

The creative approach sets out to communicate the energy of football and the generous spirit of Cadbury.

The suite of videos feature content and messaging tailored to each individual club and are designed to be shared on the clubs’ social channels, alongside master multi-club and fan versions amplified via Cadbury’s channels.

 The ‘Pass It On’ work runs in parallel with a series of Cadbury club-specific community cause initiatives.


The activation was designed to succeed in the UK’s pandemic ‘new normal’, both in front of and behind the camera, and saw the brand and agency collaborate closely with the partner football clubs.

This resulted in the videos and imagery all being self-shot by the players and fans themselves amidst Covid-19, with all UK guidelines adhered to.

The alliances also reflect the major role that clubs play sitting at the heart of UK football and communities and the activations link to the fact that being a fan is about shared traditions, values and spirit – just like Cadbury.

The work extends Cadbury’s long-running and ongoing association with football in the UK which stretches back to its 2017 Premier League partnership and echoes its wider marketing which focuses on generosity and community.

It follows on from May 2020’s ‘Win The Captain’ work and April 2019’s ‘Match To Win’ .



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This case study originally appeared on Activative: which offers clients creative and strategic intelligence to fuel game-changing sports and sponsorship marketing.

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