Flintoff brings ‘joynormous’ surprises to Covent Garden

Shoppers in Covent Garden were treated to a ‘joynormous’ surprise from Freddie Flintoff on 29th September. Channelling the ultimate genie, Flintoff made dreams come true as he brought joy to unsuspecting passers-by to celebrate the launch of Cadbury’s new ‘Joynormous’ on pack promotion.

Taking street entertainment literally to the next level, the crafty cricketer hid himself at the helm of the Cadbury Joynormous Machine, which sprang into action to unleash a range of unexpected bespoke surprises, with one even worth an amazing £10,000!

Passers-by were given the chance to enter the Joynormous promotion with successful entrants invited up to the machine where personalised prizes, based on the answers they provided to a few questions, were revealed by Flintoff.

Freddie commented: “I’ve certainly been known to enjoy a good prank or two – so when I was asked to help transform people’s days into something quite extraordinary and help bring the Cadbury ‘Joynormous’ promotion to life, I couldn’t wait to become a genie and grant some personalised wishes!

“There’s nothing better than bringing smiles to people’s faces and these amazing bespoke ‘sur-prizes’ have certainly swept Covent Garden off its feet this morning.”

Nuria Antoja, marketing manager at Mondelez International says, “We’ve certainly had a blast with Freddie this morning, allowing us to bring our ‘Joynormous Surprise’ promotion to life and brighten up London with this cheeky attraction. Our aim was to spread joy through the capital in real time with our unique surprises, and we’ve definitely seen lots of excited, happy faces with Freddie also unleashing his own magic.”

INITIALS Marketing, Golin and Elvis Communications were behind the activation.