MKTG appointed to activate Cadbury and Premier League partnership

Marketing agency MKTG will be the lead agency activating a new three-year partnership between the Premier League and Cadbury, which will include events and experiential.

MKTG will be the lead agency activating Cadbury's partnership with the Premier League
MKTG will be the lead agency activating Cadbury's partnership with the Premier League

As part of the partnership, Cadbury will work with the Premier League to deliver a bespoke element of the existing community programme Health for Life, which promotes healthy lifestyles to 60,000 school children. The aim is to create new, tailored events to expand the programme’s reach.

MKTG will also work with Cadbury on the Premier League’s Golden Boot and Golden Glove awards.

Charlie Wylie, group business director of MKTG, told Event: "We are in the activation planning stage at the moment, which Cadbury is leading on. The partnership will include experiential and lots of events. The main focus on events will be the schools programme. We will also look to add some Cadbury fun to the Premier League’s Golden Boot and Golden Glove awards."

The Premier League and Cadbury partnership will begin at the start of the 2017/18 season. 

Francesco Vitrano, Cadbury brand director, said: "This partnership opens up fantastic opportunities to bring those moments of joy to life in new and different ways – in-store, on our packaging, in the community and other ways we hope will surprise and delight our customers. This is an incredibly exciting chance to bring together the Cadbury brand with the unmistakable Premier League brand, and a chance to be part of moments such as the Golden Boot and Golden Glove awards."

Premier League managing director, Richard Masters, added: "We are really looking forward to working with Cadbury to celebrate the excitement of the competition, and on the plans we have to jointly grow and enhance their Health for Life project as part of the Premier League’s wide-ranging community work."

More: In October, MKTG picked up the gong for Global Brand Activation at the Event Awards for the Coca-Cola Pavilion at the 2015 Milan Expo.

This month Cadbury announced plans to bring back its sell-out Cadbury Creme Egg Café in the form of a hunting lodge.

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