Magazine article Marketing

Cadbury to Stage Series of Mini-Olympic Events

Magazine article Marketing

Cadbury to Stage Series of Mini-Olympic Events

Article excerpt

Cadbury plans to recruit 2000 ambassadors to stage mini-Olympic Games-style events across the country as part of its sponsorship of London 2012.

The confectionery company has signed a deal with charity Groundwork to run the multi-million-pound, Cadbury Spots V Stripes-themed events.

Universities, village fetes and sports clubs will be targets for the sporting ambassadors to stage the mini-games, which Cadbury says will 'provide a rallying cry up to 2012'.

Speaking about Cadbury's Olympic sponsorship for the first time, Phil Rumbol, the brand's outgoing marketing director, said: 'This is all about the ethos of the Olympics. These games can be anything from a five-a-side football competition to people racing to Costa Coffee at work to see who gets the fastest time.'

Groundwork, which is based near Cadbury's Birmingham headquarters, focuses its activity on disadvantaged communities. It will now prove a crucial partner for Cadbury in its push to promote its association with London 2012.

Cadbury is to tap into the charity's network of contacts to recruit paid-for and volunteer ambassadors. It is thought that about a dozen of the ambassadors will be paid to work with their volunteer counterparts to set up sporting encounters across the country.

Cadbury, sole provider of ice creams and confectionery at London 2012, will hope the initiative appeases critics alarmed by its tie with the Games in the context of rising childhood obesity and diabetes.

Observers believe the tie-up with Groundwork will be positive, citing Cadbury's prior charity work and philanthropy via the Cadbury Foundation, which gives about pounds 750,000 a year to socially deprived areas. …

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