Purpose-driven marketing has grown in prominence in sport in recent years, with a host of brands and sponsors looking to channel their values through partnerships.
For Cadbury, a 200 year-old brand with a community focus at its core, football is an ideal platform to deliver moments of generosity and kindness to the public.
One of the best examples of this has been through Cadbury’s partnership with Grenfell Athletic FC, a team born in the aftermath of profound tragedy which has gone on to play a vital role in helping the community look forward with hope.
I caught up with Rupert and Chris to delve into how this unusual partnership came about, the shared values of both organisations and the hurdles they overcame in order to build a common ground for the community of W11.
Proud Moment: Chris Parker and Rupert Taylor at the unveiling of the new pitch for Grenfell Athletic FC, which was created thanks to contributions from clubs across the country including donated dugouts, goal posts, and more.
Podcast: How Cadbury rallied 14 football clubs to build a pitch for Grenfell Athletic FC