Cadbury Dairy Milk is kicking off the new year with the return of an iconic Cadbury FC promotion across its full range of bars, bags and tablets. The “Find a Legend, Win a Legend” competition is back in 2021, this year giving shoppers the chance to unwrap a football legend’s shirt in-pack and join them for a VIP experience with their heroes.

The Cadbury Legends promotion is running across the brand’s range from early January and will feature footballing legend Ian Wright. As well as the unique money-can’t-buy VIP experiences up for grabs, there is a host of other legendary footballing prizes for consumers to win, including video messages from star players and vouchers to spend in participating football club shops: Arsenal, Chelsea, Liverpool, Manchester City, Manchester United and Tottenham Hotspur. The return of this popular competition from the UK’s favourite chocolate brand is set to create a buzz within the category, helping to drive additional sales for retailers in the first few months of 2021.

What’s more – new for 2021, independent retailers have the chance to win too! Cadbury is launching an exclusive convenience retailer competition alongside the Cadbury Legends consumer promotion in February and March, offering retailers the chance to win one of three exclusive stadium tours for them and a guest or one of ten £50 football club shop vouchers. Retailers simply purchase a case of any Cadbury product and visit or scan the QR code for their chance to win.

Pippa Rodgers explains, “We’re so excited that our Cadbury Legends are back for 2021 and we know that your shoppers will be too. This year they should look out for player Ian Wright’s shirts when they unwrap their favourite Cadbury chocolate bar or bag for their chance to win a selection of prizes including unforgettable experiences with their football hero.

“But it doesn’t stop there – this year we want to reward independent retailers too with an exclusive competition! When purchasing any Cadbury product retailers simply need to visit and enter their details for a chance to win an incredible stadium tour or club shop vouchers.”

Retailers should stock up on the best-selling Cadbury range now to make the most of the Cadbury Legends promotion this year. Further product and category information to help drive sales within the chocolate category and full T&Cs are available at

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*Brand of the Year 2019 at the World Branding Awards, from the World Branding Forum.

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