The confectionary giants converted two football pitches into a real-life bar of chocolate to announce the return of a limited edition Dairy Milk
Cadbury announced the return of favourite chocolate bar with a huge stunt(Image: KENNEDY NEWS/CADBURY)
Cadbury has announced the return of a much-loved chocolate bar by transforming two football pitches.
The confectionery giant converted two training pitches into larger-than-life bars using white paint to celebrate the return of the limited edition Dairy Milk ‘Made to Share’ bars.
Footy-themed scenarios featured on the tongue-in-cheek Cadbury packaging were expertly daubed onto the grass at Cray Wanderers Football Club training pitch in London.
One pitch highlighted how larger portions of the bar are awarded to the person who washed the footy kit compared to who got to have a kickaround.
On the other, ‘who launched it over the crossbar’ gets a smaller amount than ‘who went and got it’.
Football legend Ian Wright joined forces with Cadbury to kick off a season of sharing with the chocolate that celebrates everyday acts.
Building on its successful debut, this year’s returning ‘Made to Share’ range features 12 new, amusing on-pack scenarios.
From cinematic debates like ‘who chose the film’ and ‘who pretended to like musicals’, to navigating overseas holidays, these relatable situations reflect the everyday give-and-take in life.
Portioned to recognise those who take on tasks, big or small, the range ensures everyone can enjoy their fair share.
Ian Wright said: “I loved meeting all the young guys at Cray Wanderers FC when I went there with Cadbury – in the dressing room talking about their game and which players they look up to.
“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.”
Jessica Inzani, Brand Manager, Cadbury, at Mondelēz International, said: “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.
“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.
“Our takeover at Cray Wanderers FC showcases how we want to celebrate those unsung heroes – both on and off the pitch.”
The new range of sharing bars is rolling out onto shelves in major retailers and convenience stores nationwide from now.
Additionally, consumers can scan QR codes in-store or head to the ‘Made to Share’ website for a chance to win shared experiences inspired by the designs on the bars.
These experiences are categorised into six themes including football, holidays, cinema, days out, subscription and shopping.
