Grenfell Athletic FC was a club that held a community together after the worst thing imaginable. They had heart, they had players. What they didn't have was a place to call home — and without one they couldn't progress through the leagues.

We spent months finding the right way in. Early ideas were too transactional. Too much about the clubs, not enough about Grenfell. We realised Cadbury needed to show their generosity on the ground, in the communities they support.

No money asked. No purchase mechanic. Just Cadbury using their partnerships with fourteen Premier League clubs to get rivals to set rivalries aside. Chelsea sent goalposts. Arsenal sent dugouts. Liverpool sent assistant referees and grass experts. A legend or two showed up for good measure.

A pitch was found and turned into a home.

Working side by side with Brothers and Sisters, the clubs and the Grenfell community. Told across a four minute film — Ian Wright in conversation with Grenfell manager Rupert, and the launch activity around the first match at their new home.

This was the power of clubbing together.

/ The entire campaign ran on donated assets and donated media
/ 800,000 fans reached
/ Highest viewed post on Cadbury Instagram at the time