MONDELĒZ International, owner of Cadbury, has announced a ‘truly global’ partnership with Celtic Football Club which will result in limited edition chocolate bar packs designed to celebrate the club’s finest hour.
The firm said that the ‘key focus’ of the link up is to help the Glasgow community via the Celtic FC Foundation, which to date has supported 35,000 vulnerable families and individuals throughout the Covid-19 pandemic.
To celebrate the launch of the partnership, Cadbury will be creating 1,967 Celtic FC Dairy Milk bars in recognition of the club’s 1967 European Cup win, when Celtic became the first British team to win the most sought after trophy in European club football.
A Mondelēz spokesperson told Packaging Scotland that the bars are currently in the production phase, with the firm working closely with Celtic to co-create unique packaging which features individual club nuances that appeal to fans of all ages.
Once released, all proceeds from the sale of the bars will go directly to the Celtic FC Foundation. The charity has already supplied more than 11,000 hot meals to frontline NHS staff during the pandemic, as well as assisted 10,500 vulnerable pensioners, aided 4,000 people facing homelessness, and supported 1,600 primary school pupils.
Tony Hamilton, chief executive of the Celtic FC Foundation, said, “We are very excited about the club’s partnership with Cadbury and the positive impact it will have on the foundation. It’s very important for us that our partners share our values around the work we’re doing in our communities and Cadbury are certainly fully supportive of our objectives in this area. We look forward to a partnership which will benefit many people in need.”
Colin O’Toole, associate director of marketing of Cadbury Equity, added, “We are delighted to enter this unique partnership with Celtic FC, one of the world’s truly great football clubs. We will continue to work closely with the club and support its great work in the community, starting with the creation of our limited edition bars, with all the proceeds going to some really important and worthwhile initiatives.”
Mondēlez has also struck a partnership with Rangers FC. Cadbury will become the club’s official snacking partner and also support the Rangers Charity Foundation.