Mondelēz International, owner of UK chocolate brand Cadbury, has today announced a global partnership making Cadbury the Official Snack Partner of Arsenal Football Club.
Taking an unusual approach to the brand partnership, Cadbury and Arsenal will concentrate their initial attention on Arsenal fan favourite and local landmark, the Little Wonder Cafe. The cafe was forced to close its doors to customers for the first time in its 100-year history during lockdown and has been struggling for financial survival due to the loss of match day and local custom.
Whilst its doors have been closed to dining-in customers, owners Murat and Ferhat Eric returned to the cafe, establishing it as a vital hub for the club’s Arsenal in the Community workers, who have continued their initiatives to support local north London residents throughout the pandemic. To help sustain this continued support of the club’s community workers, Cadbury will be donating 500 meal vouchers to the Little Wonder Cafe.
Murat Eric, joint-owner of the Little Wonder Cafe, said: “This generous donation means a lot to us. From a business perspective, it will bring more people to the cafe, whether a local coming in or new visitors that may become regulars. From an advertising side, we haven’t been able to do anything like this in the past, so a big thank you to Cadbury and Arsenal. This makes us feel a lot more confident about our future.”
Ian Wright, Arsenal legend and Cadbury ambassador, helped launch the collaboration between club, Cadbury and the Little Wonder Cafe, with his own menu special named after him added to the cafe menu to commemorate the occasion.
He explained: “The Little Wonder Cafe is like so many local businesses that survive on match day trade, and with recent games being held behind closed doors, the local community has been hit hard. I am so happy that Cadbury are lending a hand to help a local family run business bounce back. The Little Wonder Cafe holds a very special place in my heart and it’s an honour to be involved and have the Ian Wright Special on the menu too!”
Samantha Greenwood, Global Brand Director at Cadbury added: “This partnership marks the coming together of three businesses that believe in generosity and the difference we can make together. We are excited that through our sponsorship of Arsenal Football Club, we can make such a difference to the Little Wonder Cafe, and all together, the Islington area. Small businesses play a pivotal cultural and economic role in the recovery of local communities, and the UK as a whole, so we are proud to do our part in supporting them.”
Arsenal Commercial Director, Peter Silverstone, said: “We are so pleased to launch our partnership with Cadbury by supporting the Little Wonder Cafe. Cadbury and Arsenal are both rooted in supporting and nurturing the community, and it’s brilliant we can use our partnership to help a local Islington business get back on its feet. We are excited to carry forward the community spirit of giving back as we look to do things differently throughout our partnership together.”