Cadbury FC, which is the brand’s partnership with the nation’s favourite football clubs including Leeds United, is launching a new campaign under its Club Together community initiative, to support Grenfell Athletic FC.

The Club Together campaign was developed in partnership with creative agency elvis, talent and sponsorships agency MKTG and Grenfell Athletic FC’s brand guardians, Brothers and Sisters.

Reflecting Cadbury’s core values of community, heritage and generosity, the brand launched its Club Together initiative in 2020, harnessing its club partnerships, to support local communities in their time of need.

As the cost-of-living crisis continues to put pressure on grassroots football clubs, Cadbury FC is committed to help level the playing field, through the next phase of its Club Together community initiative, which will see the brand providing funding, support and resources for the clubs and communities which need them most so that everyone can continue to access and enjoy the beautiful game.

Cadbury is kicking off the new phase of the programme by providing support for Grenfell Athletic FC, building a new pitch to act as a home for its men’s and women’s teams. The brand is donating much-needed assets to the club, such as grass seed and soil, equipment and expertise from their league club partners. The new pitch will become Grenfell Athletic FC’s new home for the foreseeable future: a ‘Common Ground’, a place for its Men’s and Women’s teams to play football and for the wider Grenfell community to come together.

Cadbury FC has partnered with some of the nation’s favourite clubs since 2020, helping to change the game for those who need it most. This year, the brand approached its partners to ask them to donate to the cause. For the first time in history, 14 league clubs, including Leeds United, Arsenal FC, Birmingham City, Celtic, Chelsea FC, Lincoln City FC, Liverpool FC, Manchester United, Notts County, Rangers, Sheffield Wednesday, Tottenham Hotspur and West Bromwich Albion have come together for the united benefit of another team, Grenfell Athletic FC.

The Cadbury Foundation is also making a financial contribution to Grenfell Athletic FC to support the development of the pitch.

To mark this important moment, elvis has partnered with Cadbury FC to create the Club Together Pledge, an emotive call-to-arms which aims to cement the ambition of Cadbury FC and its 14 Club Partners to help Grenfell Athletic FC. The document will be signed by each participating club and be featured in the Grenfell Athletic Club House, as a historic piece of memorabilia for the club.

elvis has developed a series of campaign assets to raise awareness of Cadbury FC and its Club Partners, highlighting the emotive individual stories to drive people to CadburyFC.com where they can read about the Club Together mission, sign up to Cadbury FC to hear all the updates and more as well as follow Grenfell Athletic FC’s journey.

The campaign will be boosted by a launch film capturing the build of the pitch and a charity launch match, where the Grenfell Athletic FC men’s and women’s teams will compete against each other as well as some club legends and other talent from participating Cadbury FC partners.

As part of its ongoing relationship with Cadbury FC, elvis has led strategy and creative for the initiative. The campaign has been developed in collaboration with Grenfell Athletic FC brand guardians, Brothers and Sisters, with support on partnerships from MKTG.

Nicholas Rogers, Cadbury Marketing & Sponsorships Lead, Northern Europe Mondelēz International, said: “Our ambition for Cadbury FC is to make long-term societal change and ensure we give people everywhere the opportunity to enjoy the beautiful game. The cost-of-living crisis is affecting people’s access to football and the social connection it provides. We want to ensure that everyone, regardless of who they are or where they come from, can play football if they want to.

“To kick off our latest Club Together initiative, we’re incredibly proud to be supporting Grenfell Athletic FC, an amazing example of a grassroots team that sits at the heart of a community.”

Rupert Taylor, Founder of Grenfell Athletic FC, said: “It doesn’t matter which team you support; everyone supports Grenfell Athletic FC. Common Ground will not only be a place for Grenfell Athletic FC’s teams to play football, but it will also be a place for the community to come together and heal.”

Neale Horrigan, Executive Creative Director, elvis, added: “It means a huge amount to us to be involved in this important initiative. As the economic landscape worsens, fewer people will be able to enjoy attending and playing football matches. Club Together harnesses the generosity of Cadbury FC and its partners to support the grassroots teams and communities that need it most.

“The latest campaign we’ve developed for Club Together aims to shine a light on the stories of some of the individuals who will be impacted by the initiative, all delivered with warmth and humanity.”