Entered by Wasserman

The challenge? Drive a connection for KP Snacks with a family audience to get active whilst delivering brand and commercial growth with a cricket tournament that is on 4 weeks a year. KP Snacks ‘Everyone In’ campaign aims to do that making cricket more accessible, encouraging and inspiring families and communities to get active. It aligns with the ECB’s strategic growth of the game. Central to this is KP Snacks’ commitment to installing community cricket pitches targeting urban areas with high deprivation, ethnic diversity making it more accessible and welcoming to participate. The partnership has delivered growth and impact across KP’s business pillars: Consumers, Customers, Communities and Colleagues: •Driven brand awareness across portfolio of brands •Delivered commercial sales growth through on-pack promotion & customer activations •Driven impact in communities contributing to KP Snacks’ People and Planet agenda providing 1m opportunities to get active by 2030 •Increased employee engagement and sentiment