CADBURY/HURRICANES
MKTG led Cadbury’s re-entry into sponsorship with the negotiation, strategy and implementation of their partnership with the Hobart Hurricanes in the Big Bash League. We leveraged the partnership to increase
brand association with cricket in Tasmania and the BBL, grow local fundraising opportunities, positively
engage staff, and own the Christmas period.
CHALLENGE:
Cadbury has a rich Tasmanian heritage, with Hobart home to its first Australian factory built almost a century ago. MKTG were tasked with securing and activating a sponsorship platform that spoke to Cadbury’s longstanding Tasmanian links and values of community generosity, shared experience and inclusiveness.
SOLUTION:
MKTG procured, negotiated and implemented a partnership with the Hobart Hurricanes in the BBL. We built a creative platform to embody the partnership – A Match Made in Tasmania – leveraging the sponsorship rights against community, staff and brand objectives. Our activation strategy included building new in-stadium experiences, fan engagement executions and a comprehensive staff engagement program. We also brought a little Cadbury Christmas spirit to the people of Hobart through a festive entertainment schedule.