Cadbury
Cheer & A Half
Project Category
Shopper / Digital / Design
Agency
Raydar (Clemenger BBDO)
Client
Mondelez NZ
Cadbury: Cheer & A Half
If you’re a Kiwi, you know that sports are more than just a pastime—they’re part of our DNA. And when it comes to rugby, the All Blacks are our ultimate celebrities. Whether you love the game or not, chances are you’ve been to Eden Park at least once in your life. Supporting “The Boys” is a national instinct, and Cadbury wanted to amplify that unwavering support. Enter ‘Cheer & a Half,’ a campaign that rallied fans to cheer louder, no matter where the All Blacks were playing—at home or away.
Bringing Fans Into the Stadium
This campaign was an incredible opportunity to push creative boundaries. The initial brief for the microsite was straightforward: let users pick a stadium side and fill out a form. But I saw an opportunity to elevate the experience, transforming it into a more dynamic and engaging journey.
I envisioned the microsite as an interactive, game-like experience that immersed users in the excitement of being at a live match. Through thoughtful transitions, playful iconography, and stadium-inspired UI design, the microsite brought the spirit of game day to life. From the roar of the crowd to the sense of camaraderie, every element was designed to make fans feel like they were part of the action.
Shopper Touchpoints: Extending the Cheer
The shopper activations worked hand-in-hand with the larger Cheer & a Half campaign. At major supermarkets, we rolled out a cohesive suite of touchpoints, including key visuals and display units like pack shrouds. Each piece was designed to capture attention and bring the excitement of the campaign to the retail space, ensuring Cadbury’s message resonated with fans both in-store and online.
By blending creativity and strategy, the Cheer & a Half campaign didn’t just celebrate the All Blacks—it celebrated the passion of their fans. Through an immersive microsite and eye-catching shopper activations, Cadbury rallied Kiwis to support their team in a way that was uniquely New Zealand.