Cadbury is teaming up with Maynards Bassetts this summer in their biggest promotion yet, offering shoppers the chance to win a once-in-a-lifetime experience with an international football captain.

The Win the Captain promotion includes over a hundred product lines across the Cadbury and Maynards Bassetts portfolio including tablets, bags, singles, multipacks, large bags and biscuits ranges, giving shoppers even more of a chance to score big. The campaign includes both an on and off pack promotion. Please see below for a full list of participating products.

The new campaign will run from May until July and will give consumers the opportunity of an unforgettable day with one of football’s finest. The line-up includes Eden Hazard, Virgil Van Dijk and Harry Kane. There’s also a chance for consumers to get their hands-on thousands of other fantastic experiences on offer, such as stadium tours, esports and bubble football games. Consumers can really look forward to their prizes, which can be taken at their own convenience[i].

Win the Captain is the latest in a line of successful promotions introduced as part of Cadbury FC. A range of Cadbury and Maynards Bassetts’ star players, including Cadbury Dairy Milk, Cadbury Twirl, Cadbury Wispa, Maynards Bassetts Wine Gums, Cadbury Fingers plus more, will feature a compelling on-pack mechanic inviting shoppers to purchase. Other participating SKUs will instead have an off-pack promotion. All consumers need to do is head to and enter the barcode and batchcode from their purchased product to be in with a chance of winning.

Mathieu Maggi, Brand Manager for Cadbury Dairy Milk, said: “We’re really excited to be able to launch the Win the Captain campaign, building on the success Cadbury and Cadbury FC has generated for retailers over the past few years.”

“We’re going bigger and better with this promotion by including a wider range of both Cadbury and Maynards Bassetts products. This will give our shoppers more chances to win a phenomenal array of prizes and meet some of the biggest names in football.”

“We’d encourage retailers to get involved and to create real excitement and theatre in store, around the launch of the Win the Captain campaign” Maggi continued.

The launch will be supported through a media campaign. Retailers can order posters to help communicate the promotion to shoppers in store by visiting

[i] See T&Cs for details

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age