Mondelēz International-owned Cadbury has started a £12 million marketing campaign as it hopes to reconnect with its customers.
The new global brand platform aims to take the confectionery brand back to its roots – “a family brand founded on generous principles”.
The campaign kicks off with a 60-second UK TV advert on Saturday 13 January featuring Cadbury Dairy Milk.
It tells the story of a young girl who enters a corner shop wanting to buy a bar of Cadbury Dairy Milk. However, it’s not for her – it’s for her mum’s birthday.
As the girl has never bought something on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks. She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts.
Even though it leaves him out of pocket, the shopkeeper ensures he doesn’t take the girl’s favourite trinket (her miniature unicorn) and she is able to leave the shop with her mum’s favourite bar of Cadbury Dairy Milk, and a smile on her face.
Benazir Barlet-Batada, Mondelēz brand equity lead for Cadbury, said: “In today’s world it’s easy to overlook those small moments of authentic human generosity, but actually they are happening all around us. We want to shine a light on these genuine acts of kindness and true moments of human connection that are occurring every day.”
The £12 million campaign will be further underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year.
Barlet-Batada added: “Cadbury is a treat which has been bringing enjoyment to people for over a hundred years and we want to use this as an opportunity to reconnect with the nation and drive talkability amongst our biggest fans through this very unique new brand platform.”
Last year, Mondelēz International announced it would increase production at Cadbury’s Bournville factory in the UK following a £75 million investment.
It is estimated that the site in Birmingham will produce 28 million bars a year and a limited-edition range of Dairy Milk Tiffin will make a comeback with Bournville able to produce 20,000 bars an hour.
© FoodBev Media Ltd 2017