The three-year deal will see the world’s leading chocolate brand apply its ‘Glass and a Half in Everyone’ generosity ethos to its work with the club, with Cadbury giving back to LFC fans and the local community.
To launch the partnership, Cadbury has gifted 50,000 limited edition champions Dairy Milk bars to a wide selection of Reds supporters, thanking them for their continued support during the extraordinary 2019-20 Premier League season.
Embracing its focus on ‘generosity’, Cadbury will also be supporting LFC Foundation’s Virtual Employability Programme – raising money to assist with the continued operation of the initiative through the sale of limited edition LFC champions Dairy Milk bars.
Launched in May 2020, LFC Foundation’s employability support service was created in response to the COVID-19 outbreak and aims to help people across the Liverpool City Region who have been made redundant or are at risk due to the impact of the pandemic.
Made possible through the kindness and generosity of volunteers, the programme provides participants with constructive CV and cover letter support, mock interview practice, and exclusive job role insight, in order to enhance their employment prospects during this time of uncertainty. Staff from across the Cadbury business will join LFC employees and fan volunteers in providing support to future VEP cohorts.
Reds legend John Barnes recently called in to surprise a lifelong Liverpool fan who generously gives up his time to volunteer with the VEP. As a thank you for his commitment to the programme, John presented Ian with a special Cadbury hamper, including his very own LFC champions Dairy Milk bar.
The limited edition LFC champions bars will be available for fans to buy in official club stores, with all proceeds going to LFC Foundation in support of the Virtual Employability Programme. Fans can purchase their own champions bar here.
Matt Scammell, commercial director at Liverpool FC, said: “LFC and Cadbury are both passionate about the importance of community, so this is a great opportunity to build on those common values and help those whose employment has been impacted by the pandemic into new roles.
“Cadbury has a long history of generosity and we’re excited to be partnering with them, celebrating traditions and culture whilst uniting people in a new way.”
Samantha Greenwood, global brand director at Cadbury, added: “We are very proud to be working with Liverpool FC in this way. It is a brand that truly embodies the Cadbury mentality of working together to help others. The Virtual Employability Programme will make a huge difference to the people of Liverpool whose jobs and prospects have been impacted by the pandemic. By supporting this, we hope we can do our part to help the economic recovery of the area and the UK as a whole.”