Cadbury have successfully utilised partnerships in football to deliver on values such as generosity and kindness.

No more so was this evident, than with the brand's partnership with Grenfell Athletic FC, which has led to 14 different clubs across the UK helping to create a common ground for the community organisation.

Purpose-driven marketing requires shared values, authentic connections and a commitment to deliver beyond the storytelling.

I joined Rupert Taylor, founder of Grenfell Athletic FC and Chris Parker, brand manager at Cadbury, to go inside the campaign.