{"id":18365,"date":"2024-06-03T16:26:14","date_gmt":"2024-06-03T15:26:14","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18365"},"modified":"2024-08-11T10:59:34","modified_gmt":"2024-08-11T09:59:34","slug":"cadbury-more","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/cadbury-more","title":{"rendered":"Cadbury Dairy Milk &amp;More"},"content":{"rendered":"<div class=\"lazyblock-video-Z1OXtrs wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/952270686?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-25XPOn wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">Cadbury, in collaboration with <\/span><a href=\"https:\/\/www.vccp.com\/\"><span style=\"font-weight: 400\">VCCP London<\/span><\/a><span style=\"font-weight: 400\"> has unveiled a new integrated campaign to introduce its latest indulgent creation, the Cadbury Dairy Milk &amp;More bar.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Cadbury Dairy Milk &amp;More is innovative, with bigger chunks and more combinations of delicious flavours than ever before, available in two flavours, <\/span><span style=\"font-weight: 400\">Cadbury Dairy Milk &amp;More Nutty Praline Crisp<\/span><span style=\"font-weight: 400\"> and <\/span><span style=\"font-weight: 400\">Cadbury Dairy Milk &amp;More Caramel Nut Crunch<\/span><span style=\"font-weight: 400\">. The idea behind the campaign is to celebrate the bar\u2019s depth by showcasing the distracting power of the &amp;More bar\u2019s fillings, proudly celebrating that \u201cthere\u2019s a lot to take in\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Central to the campaign is an out of home activation: a series of \u2019distracted\u2019 ads. Within the poster, the eye-catching Dairy Milk &amp;More bar grabs the attention of \u2018neighbouring\u2019 ads, the people featured within each can\u2019t help but stare.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">As part of the activation, Cadbury has involved real independent businesses for the surrounding \u2018distracted\u2019 ads, providing each with a valuable spotlight and complimentary advertising. Each ad features genuine individuals closely affiliated with these businesses. This initiative, as well as highlighting the brand\u2019s generosity, underscores Cadbury&#8217;s commitment to nurturing creativity and supporting the community<\/span><span style=\"font-weight: 400\">1<\/span><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">With media planning and buying led by Publicis Media, each poster is strategically placed at some of London\u2019s most prominent digital sites including Euston and Waterloo, as well as flyposting locations up and down the country going live on 17th June.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The OOH also plays on the theme of distraction, using contextual ads strategically placed in key locations such as bus stops and airports, reminding people that they should really be getting on their bus or picking up their luggage rather than staring at the &amp;More chunk.\u00a0<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">In addition to the out of home campaign, VCCP\u2019s global content creation studio, <\/span><b>Girl&amp;Bear, <\/b><span style=\"font-weight: 400\">collaborated with award-winning director Tom Speers and SMUGGLER to bring two 20\u201d films, crafted to be funny, sharp and for the message to land in a short space of time. One film depicts a gamer so entranced by the &amp;More bar that he abandons his team, while the other portrays a mother so absorbed by the chocolate that her teenage daughter is left waiting outside in the rain.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will run in the UK and Ireland from June 3rd to July 31st, with a second phase in September. The campaign will be featured across BVOD, CTV, Cinema, YouTube, digital and paper OOH, flyposters, and social media, in an aim to ensure broad and diverse reach for the new product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Girl&amp;Bear managed the entirety of the campaign, from TV campaign to OOH, and PR has been managed by Ogilvy.<\/span><\/p>\n<p><b>Maria Jackson, Senior Brand Manager at Mondelez: <\/b><span style=\"font-weight: 400\">\u201cCadbury\u2019s brand identity revolves around generosity and this campaign is an embodiment of that, showcasing and collaborating with real independent businesses to share our platform. It&#8217;s been an exciting journey to see the product truth (there is a lot to take in!) amplified through a series of eye-catching ads that highlight an irresistible new product.&#8221;<\/span><\/p>\n<p><b>Laura Muse, Creative Director at VCCP London <\/b><span style=\"font-weight: 400\">added: \u201cIt\u2019s not often you get to launch a new product for such a national treasure of a brand, so it\u2019s been a really exciting campaign to be a part of. We\u2019re just hoping those delicious chunks don\u2019t cause any serious distractions. If that happens, please tell everyone it was Chris and Jonny\u2019s idea.\u201d<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-ZXyMh9 wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        It\u2019s not often you get to launch a new product for such a national treasure of a brand, so it\u2019s been a really exciting campaign to be a part of.  \n        <cite>Laura Muse, Creative Director at VCCP London <\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-video-YvORe wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/952271066?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18365","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10225","hero_video":"","hero_image":{"ID":18366,"id":18366,"title":"2","filename":"2.png","filesize":3997988,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2.png","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/cadbury-more\/attachment\/2-20","alt":"","author":"64","description":"","caption":"","name":"2-20","status":"inherit","uploaded_to":18365,"date":"2024-06-03 14:40:45","modified":"2024-06-03 14:40:45","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Cadbury Dairy Milk &amp;More:  Cadbury and VCCP London create \u2018distracted\u2019 ads to spotlight their most indulgent addition to the Cadbury Dairy Milk range ","meta-description":"Cadbury Dairy Milk &amp;More:  Cadbury and VCCP London create \u2018distracted\u2019 ads to spotlight their most indulgent addition to the Cadbury Dairy Milk range ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/06\/2.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":17733,"post_author":"64","post_date":"2024-01-08 12:09:32","post_date_gmt":"2024-01-08 12:09:32","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"900142228\",\"blockId\":\"ZzTFiu\",\"blockUniqueClass\":\"lazyblock-video-ZzTFiu\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand its global agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today launched a fully integrated campaign celebrating Cadbury\u2019s 200th anniversary and its long-standing relationship with the British public.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSince being founded in Birmingham on 4th March 1824, Cadbury has grown to become part of the fabric of the nation, present in the lives of British people in moments big and small. The new campaign \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eYours for 200 Years\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was developed to celebrate being part of British life for generations, rather than to just mark a milestone.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eYours for 200 Years\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e focuses on the sense of belonging to the nation through both the shared value of generosity, upon which Cadbury was founded, and in products which have become part of British life and culture. Cadbury has long spoken to the generous spirit in all of us. For Cadbury\u2019s anniversary year, the campaign film \u2018Birthday\u2019 revives the much-loved \u2018Mum\u2019s Birthday\u2019 TVC to demonstrate that there has always been \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA Glass and a Half in Everyone\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 60\u201d film takes viewers through 200 years of British life, beginning in 1824 and travelling through time as the story of a little girl buying her mum a bar of Cadbury Dairy Milk for her birthday is retold. The setting changes subtly around the girl and shopkeeper as time advances, technology and fashions change but, powerfully, the story remains the same.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s global content creation studio Girl\\u0026amp;Bear worked with award-winning director Frederic Planchon, who directed the original \u2018Mum\u2019s Birthday\u2019 TVC, and Academy Films. Most of the original cast were reunited for the new film, with body doubles and post-production techniques used to recreate the scene between the shopkeeper and the girl (who is now five years older than when the first ad was released), post production was managed by Selected Works. The end result is an emotional reboot of a classic advert which celebrates small, shared moments of generosity.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTo acknowledge that Cadbury\u2019s enduring success is due to the nation\u2019s continued support and love, the British public are the heroes of \u2018Your Cadbury Photos\u2019 across OOH and social. A competition selected pictures submitted from old family albums where people were seen enjoying Cadbury products, from Easter egg hunts, Christmas, and the Flake 99 ice cream on summer holidays.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThese images feature across billboards and campaign assets to celebrate the role Cadbury has held in British people\u2019s lives and memories. Media planning and execution for the campaign is handled by Publicis Media.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFurther boosting the nostalgia generated by the campaign, a limited-edition range of seven Cadbury Dairy Milk bars is being released featuring classic designs, crafted in collaboration with Bulletproof (Cadbury\u2019s branding agency). First introduced in 1905, Cadbury Dairy Milk is a favourite amongst the public who recognise its iconic packaging designs from their past. Cadbury are also working in partnership with Alzheimer\u2019s Research UK and the Alzheimer's Society of Ireland, acknowledging the link between nostalgic packaging designs and memory.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA range of bespoke nostalgic OOH ads has also been designed by illustrators to celebrate Cadbury Dairy Milk\u2019s famous branding and iconic design evoking the artwork of bygone campaigns. Each execution is illustrated in the style of a different era and packaging, creating a beautiful suite of retro posters.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eElise Burditt, Senior Marketing Director at Cadbury,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cThis is a very special moment for us. It\u2019s not every day that you have the opportunity to celebrate a 200th anniversary! But for us this is so much more than that - it\u2019s celebrating 200 years of being part of the lives of the British public and recognising that we wouldn\u2019t be here today without them. 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That only happens when you have the relationship with the British public that Cadbury has. \",\"quotee\":\"Chris Birch and Jonny Parker, Executive Creative Directors at VCCP London\",\"blockId\":\"20REfL\",\"blockUniqueClass\":\"lazyblock-quote-full-width-20REfL\"} \/-->","post_title":"Yours for 200 Years","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"yours-for-200-years","to_ping":"","pinged":"","post_modified":"2024-08-12 11:17:54","post_modified_gmt":"2024-08-12 10:17:54","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17733","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18074,"post_author":"64","post_date":"2024-04-05 16:34:01","post_date_gmt":"2024-04-05 15:34:01","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"930698081\",\"blockId\":\"1KxeqK\",\"blockUniqueClass\":\"lazyblock-video-1KxeqK\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eCadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, in partnership with its global agency of record, \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cspan style=\\u0022color: #000000\\u0022\\u003e\\u003cstrong\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003c\/strong\\u003e\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0is relaunching the integrated campaign \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e'The Big Win Win'\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e for the second consecutive year, continuing its support for local shops and their vital role within communities.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Big Win Win\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is a nationwide campaign designed to foster generosity and community spirit. It provides consumers with the chance to support local shops by purchasing their favourite Cadbury chocolate bars, whilst also giving them the opportunity to win cash prizes for themselves and nominate a local shop to receive an equal amount. Additionally, in celebration of Cadbury's 200th anniversary, the prize pool has been boosted to \u00a3200k.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign continues to bring focus back to the core range of single Cadbury chocolate bars often picked up in local shops. As well as highlighting the generous mechanic of \u2018winning together\u2019 and amplifying human connection.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s global content creation studio Girl\\u0026amp;Bear worked with award-winning director and filmmaker Angelo Cerisara and Biscuit to bring The Big Win Win\u2019s social-first AV to life. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDesigned to look like CCTV footage, the film shows a shopkeeper greeting a customer brimming with excitement as she tells them that they\u2019ve both won. As the two celebrate together, we see their shared \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ejoy and the mutual benefit they experience from the prize. The campaign also includes special OOH assets which further support small businesses, calling out the the names of nearby participating corner shops alongside a full D\/OOH programme.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWhen buying a participating Cadbury singles chocolate bar, customers are encouraged to scan the QR code on pack to visit the campaign website \\u003c\/span\\u003e\\u003ca href=\\u0022http:\/\/www.bigwinwin.cadbury.co.uk\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ebigwinwin.cadbury.co.uk\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to enter. All they then need to do is fill in their details, enter the barcode and batch code found on pack and press submit. They will then receive an email and will need to click on the link in the email to confirm their email address and find out if they have won a cash prize for them as well as cash for their local corner shop. An entry is only made when an entrant has clicked on the link in their email to verify their email address.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eRichard Nott, Creative Director at VCCP London said: \\u0022\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eHow long have you known your local shopkeeper? For me, it's about 12 years. And for others it can be almost a whole lifetime. So to have a competition like the Big Win Win, that recognizes and rewards this unique connection we share, is really quite something. That's why, for this campaign, we wanted to capture that feeling of a shared win in a way that's every bit as intimate and real as these relationships are themselves.\\u0022\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAmy Lucas, Senior Brand Manager at Cadbury said: \u201c\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCorner shops have always played a vital role within our local communities. In our 200th year it felt right to continue to show our ongoing support to those who have been with us since the beginning and once again give customers the chance to win cash prizes for them and their local shopkeeper. The campaign is based on the insight that winning together feels better and having heard the wonderful previous winners\u2019 stories, we wanted to make sure our assets this year really captured that sentiment more than ever.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury worked with creative digital agency, \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and global content production studio, \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to create OOH, retail creative and social elements as well as a dedicated campaign website.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run from today until the 31st May across multiple channels including OOH, Radio and Social such as Youtube. It is being supported by a consumer PR campaign run by Ogilvy PR, social from Elvis and media planning and buying managed by Publicis Media.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z4NVrE\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z4NVrE\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"In our 200th year it felt right to continue to show our ongoing support to those who have been with us since the beginning and once again give customers the chance to win cash prizes for them and their local shopkeeper.\",\"quotee\":\"Amy Lucas, Senior Brand Manager at Cadbury\",\"blockId\":\"Z1Bejn3\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1Bejn3\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"931108240\",\"blockId\":\"ZeiJ9Q\",\"blockUniqueClass\":\"lazyblock-video-ZeiJ9Q\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Untitled-design-1-1%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/04\/Untitled-design-1-1.jpg'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/04\/Untitled-design-1-1-300x169.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20loading=%5C%22lazy%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/04\/Untitled-design-1-1-300x169.jpg%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/04\/Untitled-design-1-1-1024x576.jpg%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/04\/Untitled-design-1-1-768x432.jpg%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/04\/Untitled-design-1-1-1536x864.jpg%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/04\/Untitled-design-1-1.jpg%201920w%5C%22%20sizes=%5C%22(max-width:%20300px)%20100vw,%20300px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:18153,%22link%22:%22https:\/\/www.vccp.com\/work\/cadbury\/the-big-win-win-2\/attachment\/untitled-design-1-1%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/04\/Untitled-design-1-1.jpg%22,%22sizes%22:%22%22%7D%7D%5D\",\"blockId\":\"Z1mrcLC\",\"blockUniqueClass\":\"lazyblock-carousel-Z1mrcLC\"} \/-->","post_title":"The Big Win Win","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-big-win-win-2","to_ping":"","pinged":"","post_modified":"2025-12-05 12:08:01","post_modified_gmt":"2025-12-05 12:08:01","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18074","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14436,"post_author":"57","post_date":"2022-01-05 12:46:12","post_date_gmt":"2022-01-05 12:46:12","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"662600255\",\"blockId\":\"ZEcLnw\",\"blockUniqueClass\":\"lazyblock-video-ZEcLnw\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"662600867\",\"blockId\":\"12FwWB\",\"blockUniqueClass\":\"lazyblock-video-12FwWB\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eCadbury Creme Egg\\u003c\\\/strong\\u003e and global creative agency\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cstrong\\u003eVCCP London\\u003c\\\/strong\\u003e, launch a new integrated brand campaign \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you NOT eat yours\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto the UK and ROI markets.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe highly anticipated Cadbury Creme Egg Hunt is back, but this time it comes with a warning sign. Created by VCCP London to mark the lead up to Easter, Cadbury is offering lucky (or not so lucky) finders of the limited edition, half milk chocolate, half white chocolate eggs up to a huge \\u00a310,000 to be won, on one condition - that the winning egg is not eaten.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Creme Egg is no stranger to creating campaigns that have entertained the nation for decades. \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you NOT eat yours\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is a spin on one of the most iconic advertising campaigns in recent decades; \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you eat yours\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewhich was first launched by Cadbury in the 1980s.\\u003c\\\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis year\\u2019s Creme Egg Easter campaign creates a modern twist by challenging people\\u2019s ability to resist eating the elusive treat. In order to claim a prize, recipients must show proof that they have resisted the urge to eat the deliciously tempting winning Cadbury Creme Egg. There will be one hundred and forty six limited edition Creme Eggs in circulation, all valued at different winning amounts, from \\u00a350 to \\u00a310,000.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eLyndsey Homer, Brand Manager at Cadbury said: \\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cCadbury Creme Egg is one of the most iconic and well known products in the Cadbury portfolio. We wanted to create a campaign that both honoured the special heritage of the brand, whilst injecting some new energy into it. I\\u2019m so excited to see our campaign come to life, and can\\u2019t wait to see how fans, new and old, react to our cheeky campaign.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe disruptive, integrated campaign launches with two 30\\u201d films, written by \\u003cstrong\\u003eVCCP Creatives\\u003c\\\/strong\\u003e; \\u003cstrong\\u003eSimon Connor\\u003c\\\/strong\\u003e and \\u003cstrong\\u003eStephen Cross\\u003c\\\/strong\\u003e and directed by award-winning Director, \\u003cstrong\\u003eJeff Low\\u003c\\\/strong\\u003e. Both films showcase everyday situations where Cadbury Creme Egg fans typically like to enjoy their chocolate treat. The first film, \\u2018Bath\\u2019, sees a man running a relaxing bath, ready to soak and enjoy his Cadbury Creme Egg in peace, only to discover he\\u2019s picked up one of the winning eggs you can\\u2019t eat. He shares the discovery with his partner who pleads with him not to eat it as it\\u2019s worth a lot of money. The film draws to a comical end, and we\\u2019re left not knowing if he\\u2019s going to fight the temptation as his partner yells from outside the bathroom \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDon\\u2019t eat it!!\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe second film \\u2018Bed,\\u2019 depicts a Cadbury Creme Egg fan tucked up in bed, again ready to wind down for the evening and tuck into his winning egg. He\\u2019s then interrupted by his partner who devastatingly tells him that he can\\u2019t eat it. The film ends with the man enviously eyeing up his partner who\\u2019s enjoying her Creme Egg with a spoon, and concludes with the man disappointedly saying\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018I want an egg, I want to eat an egg.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch, Executive Creative Director at VCCP London added:\\u003c\\\/b\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u2018Creme Eggs are a childhood classic and a British institution. So we were thrilled to create a new campaign which would bring new life to Creme Eggs, whilst paying homage to one of the most well known chocolate advertising campaigns of recent times. It's been fun flipping that campaign on its head. It's sticky work. We\\u2019ve eaten about 40 each. Hopefully people love the campaign like we do and maybe even find a winner. That they can\\u2019t eat of course.\\u2019\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor radio, Cadbury Creme Egg will reunite with actor and comedian Matt Lucas to create a series of radio public service announcement style ads warning the nation that they must resist the temptation to eat the winning eggs. Supporting this, Cadbury Creme Egg will also use YouGov data to target Creme Egg lovers based on whether they are lickers, eat their Creme Egg all in one or enjoy it with a spoon.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign \\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2018How do you NOT eat yours\\u2019 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewill run in the UK and ROI from 5th January until Easter across VOD, social (Instagram, Twitter, Snapchat), YouTube, radio, DOOH, OOH, retail and partnerships. PR will be supported by Golin. All media has been planned and executed by Carat.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z1zEm0w\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1zEm0w\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Bath%22,%22caption%22:%22%22,%22id%22:14439,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14439%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Bath.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22Bed%22,%22caption%22:%22%22,%22id%22:14440,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14440%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/Bed.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%2225796-Cadbury-Creme-Egg-Social-PS001_1920x1080-2%22,%22caption%22:%22%22,%22id%22:14441,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=14441%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/25796-Cadbury-Creme-Egg-Social-PS001_1920x1080-2.jpg%22%7D%7D%5D\",\"arrow-controls\":true,\"dot-controls\":false,\"blockId\":\"10cLmV\",\"blockUniqueClass\":\"lazyblock-carousel-10cLmV\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We were thrilled to create a new campaign which would bring new life to Creme Eggs, whilst paying homage to one of the most well known chocolate advertising campaigns of recent times. \",\"quotee\":\"Chris Birch, Executive Creative Director at VCCP London \",\"blockId\":\"Z1Eapjm\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1Eapjm\"} \/-->","post_title":"Cadbury Creme Egg 'How do you NOT eat yours'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-creme-egg-how-do-you-not-eat-yours","to_ping":"","pinged":"","post_modified":"2022-01-27 09:26:24","post_modified_gmt":"2022-01-27 09:26:24","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14436","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":["10"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/18365","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=18365"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}