Charitable tie-ups are ten a penny, but this one shows real commitment beyond bunging a logo at the end of the ad. It has also helped Cadbury restart its heart.
VCCP has helped turn what could have been thought of as just another offshoot from an archetypal huge US conglomerate into something that it's possible to once again feel warm about. The agency has given Cadbury its humanity back. Jeremy Lee, Consulting Editor, Campaign