Cadbury has launched a new live music marketing campaign that will see the brand offering a gifting moment for consumers.

The confectionery brand has partnered with Academy Music Group, Ticketmaster and Camp Bestival presented by Debenhams on its new Gift a First Gig initiative, which will give consumers the chance to nominate someone to receive their first gig experience.

The campaign is being backed by England Women’s football captain and Cadbury ambassador Leah Williamson, and will run across Cadbury’s digital channels and through Ticketmaster.

It comes as new research commissioned by Cadbury found that almost half of UK adults attended a live concert in the past year, while 59 per cent have been to a gig within the past five years.

The average Brit has attended 12 gigs in their lifetime, according to the research.

Cadbury said the campaign was designed to celebrate the country’s love of live music while encouraging people to share the experience with someone who has not been to a gig before.

The brand will also extend its presence across live entertainment venues, with gig-goers able to buy Cadbury products including Dairy Milk, Buttons and Twirl at O2 Academy venues nationwide.

Cadbury’s research found that 56 per cent of UK music fans said they were more likely to buy from a brand that brings kindness and generosity into music. Meanwhile, 45 per cent said concert tickets were among the gifts they would most like to receive.

The findings also point to the growing importance of younger shoppers in experience-led campaigns. Cadbury said 76 per cent of Gen Z consumers attend a music concert at least once a year, while 86 per cent listen to music daily.

Leah Williamson said music was “a huge part of life in this country”.

“I love listening in the changing room or getting out to gigs. Having an eclectic music taste has meant I’ve shared moments at gigs with lots of different people, of all ages and from all walks of life,” she said.

“There’s nothing quite like being part of a crowd. It is really cool to see Cadbury helping more people share that experience for the first time.”

Cadbury said the partnership will be brought to life through venue activity, ticket promotions and family-friendly festival experiences.

Consumers can enter the campaign through Cadbury UK’s Instagram account, with further opportunities to gift live music tickets set to follow through Ticketmaster and Camp Bestival.

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