Cadbury has today (2 August) launched its marketing campaign for the London 2012 Olympics.

As "official treat provider" to London 2012, Cadbury said its ‘Spots v Stripes’ programme aims to get people in the UK and Ireland "playing games" by the time the Olympics arrives.

Consumers are being invited to sign up to a website, where they can win points by organising and playing games in their schools, workplace and neighbourhoods.

The campaign will be taken nationwide throughout the summer, with events planned in Glasgow, Leeds, London and Birmingham.

Nick Bunker, president of Cadbury parent Kraft Food's UK and Irish business, said: "With Spots v Stripes we hope to create the biggest game the UK has ever seen - encouraging people to play games again and bring back the joy of community spirit in a fun and innovative way."

Cadbury said it will commission independent research to evaluate "the impacts and social benefits of Spots v Stripes on communities".