MILAN — Mondelēz International, owner of the chocolate brand Cadbury, has announced a global partnership making Cadbury the Official Chocolate Partner of Liverpool Football Club.
To celebrate the launch of the partnership, Cadbury has gifted 50,000 limited edition LFC Champions Dairy Milk bars to a wide selection of Reds fans, thanking them for their continued support during the extraordinary 2019-20 Premier League season.
Liverpool FC has a strong heritage and story, steeped in the spirit of family. Every member of the family looks out for each other, particularly for those who are in need. This is a belief that is also at the heart of Cadbury. The Cadbury ethos centres around generosity, the belief that there is a glass and a half in everyone. Sharing this deeply-rooted purpose, the key focus of the partnership however aims to help the Liverpool community through the club’s LFC Foundation.
In the first instance, Cadbury will support LFC Foundation’s Virtual Employability Programme (VEP). Launched during lockdown in May this year, the employability support service was created to help people across the Liverpool City Region who have been made redundant or are at risk of losing their job due to the impact of the pandemic. The VEP is made possible through the kindness and generosity of volunteers, providing participants with constructive CV and cover letter support, mock interview practise and exclusive job role insight in order to enhance their employment prospects during this time of uncertainty.
To support the programme, Cadbury have donated an initial 5,000 limited edition Champions Bars which will be on sale in official LFC club stores and in the online store, with 100% of proceeds from sales going to the VEP.
The money raised from the sale of the Cadbury Dairy Milk commemoratory champions bars will help the VEP and its volunteers with the creation of marketing resources to attract participants, enhanced digital resources that will be made available to current and past participants, and the transition for the programme into a non-virtual face to face programme when possible within social distancing guidelines.
John Barnes, Liverpool legend, supported the announcement of the partnership by surprising two volunteers from the programme: “LFC Foundation does such great work and this new Virtual Employability Programme is so important at the moment in helping people through the difficult times we are facing due to Covid-19. The success of the programme would not be possible without the generosity of the volunteers, so it’s been really great to team up with Cadbury to say thank you and give a little something back to them.”
All Reds fans can purchase their own Champions Bar to show their support of the VEP programme and get their hands on a piece of history while stocks last here: store.liverpoolfc.com/lfc-cadbury-champion-chocolate-bar
Samantha Greenwood, Global Brand Director at Cadbury added: “We are very proud to be working with Liverpool FC in this way. It is a brand that truly embodies the Cadbury mentality of working together to help others. The Virtual Employability Programme will make a huge difference to the people of Liverpool whose jobs and prospects have been impacted by the pandemic. By supporting this, we hope we can do our part to help the economic recovery of the area and the UK as a whole.”
Matt Scammell, commercial director at Liverpool FC, said: “LFC and Cadbury are both passionate about the importance of community, so this is a great opportunity to build on those common values, and help those whose employment has been impacted by the pandemic into new roles. Cadbury has a long history of generosity and we’re excited to be partnering with them, celebrating traditions and culture whilst uniting people in a new way.”
In addition to supporting the invaluable work of LFC Foundation’s Virtual Employability Programme, Cadbury will also be offering Liverpool fans unique access to their club throughout the duration of the relationship via a series of activities that fans can look out for over the coming months and seasons.
The first such promotion will be Cadbury’s Match and Win promotion, live now and running across more than 180 million Cadbury products. Fans will have the chance to win millions of club prizes, including hospitality experiences, match tickets and vouchers redeemable in club physical and online stores, as well as Cadbury prizes. Check out https://www.cadburyfc.com/ for more information.
