Confectionery titan Cadbury has pulled off a spectacular publicity stunt to announce the highly anticipated return of a beloved chocolate bar. The company has transformed two full-sized football training pitches in London into giant, real-life versions of its limited edition Dairy Milk 'Made to Share' bar.
A Pitch-Perfect Announcement
To celebrate the bar's comeback, Cadbury used white paint to expertly recreate the playful, footy-themed packaging artwork on the grass at the Cray Wanderers Football Club training ground. The larger-than-life illustrations depicted the humorous scenarios featured on the wrapper, directly linking the limited edition chocolate to the world of grassroots football.
One pitch highlighted the package's joke about portion sizes, showing that the person who washes the kit deserves a bigger piece than the one who just had a kickabout. The other pitch visualised the scenario where someone who kicked the ball over the crossbar gets a smaller share than the person who had to retrieve it.
Ian Wright Kicks Off a Season of Sharing
Football legend and broadcaster Ian Wright teamed up with Cadbury to launch what they call "a season of sharing." Wright visited the Cray Wanderers FC to meet young players and see the incredible edible art firsthand. Ian Wright said: "I loved meeting all the young guys at Cray Wanderers FC... Outside, Cadbury painted a pitch-size version of the new 'Made to Share' chocolate bar and it looked so cool. Every single person helping in grassroots football deserves the lion's share of any chocolate bar if they want it."
The returning range, which first debuted successfully last year, has been expanded for 2026. It now features 12 new amusing on-pack scenarios that move beyond football to reflect everyday acts of generosity. These include relatable debates like "who chose the film" versus "who pretended to like musicals," and navigating the compromises of overseas holidays.
Celebrating Everyday Generosity
Jessica Inzani, Brand Manager for Cadbury at parent company Mondelēz International, explained the campaign's ethos. "We're absolutely thrilled to be bringing back our limited edition 'Made to Share' bars in 2026 with a whole host of new sharable designs," she stated. "Because sharing brings us together, our 'Made to Share' bars offer a fun and thoughtful way to show gratitude for those little acts of generosity that may often go unnoticed."
Inzani added that the dramatic pitch takeover was designed to "celebrate those unsung heroes - both on and off the pitch." The bars are cleverly portioned to acknowledge those who take on tasks, big or small, ensuring everyone gets their fair share of the Dairy Milk chocolate.
The new 'Made to Share' range is now rolling out onto shelves across major UK retailers and convenience stores. Furthermore, Cadbury is running an interactive promotion where consumers can scan QR codes in-store or visit the dedicated 'Made to Share' website. This gives them a chance to win shared experiences inspired by the bar's designs, categorised into six themes: football, holidays, cinema, days out, subscription services, and shopping.
