Cadbury Boost has been named as the new official sponsor of the IRFU’s Touch Rugby initiative ahead of a campaign to broaden the national development of the derivative game through the rest of 2015.
Cadbury have also announced the creation of a new limited edition Boost bar, bearing the IRFU’s brand which will be on sale exclusively through Spar, Eurospar, Mace and XL stores. Cadbury Boost is the official chocolate bar to the IRFU, echoing a similar relationship with the GAA where that bar is sold through Supervalu and Centra stores.
The brand and the sport are tying the launch to a smart database and footfall exercise through running a special competition to see the Irish team in Rugby World Cup action in October in London and Cardiff.
Fans need to visit one of the participating stores, discover the unique code that is displayed there and text it to 51444. There will be weekly prizes of branded balls throughout the campaign.
It’s the kind of promotion that will encourage people to walk an extra few metres past one store to go to another which is a key driver in the competitive retail space. It will also serve to build a valuable mobile database of fans ahead a time when connection to Irish Rugby will be at an all time high.
Speaking about the Cadbury Boost IRFU bar, Colin O’Toole, Mondeléz International, Senior Brand Manager commented; “We are delighted to be working with SPAR, EUROSPAR, MACE and XL retailers for the new and exclusive Cadbury Boost IRFU bar.
”As exclusive retail partner to irish Rugby, we look forward to making the limited edition Cadbury Boost bar available to Irish fans from over 900 SPAR, EUROSPAR, MACE and XL stores all across Ireland,” said Suzanne Weldon, Marketing & Communications Director, BWG Foods
“No doubt there will be plenty of Irish rugby fans looking forward to cheering on the boys in green later this year and one lucky person will receive a trip of a lifetime,” added Colin O’Toole, Senior Brand Manager with Mondelez International, the parent group of Cadbury.
The Boost bar is made exclusively in Cadbury’s Dublin manufacturing base at Coolock, completing a very tidy circle between irish business and sport.
