{"id":19544,"date":"2025-01-27T16:13:46","date_gmt":"2025-01-27T16:13:46","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19544"},"modified":"2025-02-10T13:08:14","modified_gmt":"2025-02-10T13:08:14","slug":"made-to-share","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/made-to-share","title":{"rendered":"Made To Share"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z16l8Bl 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><b>Cadbury<\/b><span style=\"font-weight: 400\"> has unveiled its latest integrated campaign<\/span> <i><span style=\"font-weight: 400\">\u2018Made to Share\u2019<\/span><\/i><span style=\"font-weight: 400\">, d<\/span><span style=\"font-weight: 400\">eveloped in partnership with its global creative agency, <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP<\/b><\/a><span style=\"font-weight: 400\">. The campaign, <\/span><span style=\"font-weight: 400\">part of Cadbury\u2019s Dairy Milk \u2018Generosity\u2019 brand platform,<\/span><span style=\"font-weight: 400\"> celebrates the everyday acts of kindness that bring people closer together.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">At its core, the campaign introduces limited edition Cadbury Dairy Milk bars designed to honour those small but meaningful gestures that often go unnoticed. The packaging of each limited edition bar features a playful redesign which suggests how the chunks within could be shared.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Each limited edition pack, ideated by <\/span><b>VCCP<\/b><span style=\"font-weight: 400\"> and designed by <\/span><b>Bulletproof<\/b><span style=\"font-weight: 400\">, suggests how the bar can be shared based on a familiar scenario: with \u2018fair\u2019 ratios based on the relative generosity of\u00a0 each friend or family member. These scenarios make every bar a delightful way to say thank you to the unsung heroes within families and friendship groups. One bar brings to life the division of labour that makes up a successful roadtrip: half of the bar being portioned off for \u2018who drove\u2019, with a smaller section for \u2018who navigated\u2019 and just a few blocks for the person \u2018who slept\u2019 the entire way.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">With 40 squares in every bar, the redesigned packaging provides a fun new way to share chocolate, and a small way to recognise the generosity of loved ones. <\/span><span style=\"font-weight: 400\">This campaign furthers Cadbury\u2019s mission to inspire moments of generosity. It\u2019s a playful reminder that sharing isn\u2019t just about dividing chocolate, it\u2019s about the human connection. Whether you\u2019re sharing between family, a group of housemates, colleagues, or friends, these redesigned bars celebrate the moments of kindness <\/span><span style=\"font-weight: 400\">that strengthen relationships.<\/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\">The campaign spans across digital out of home, social, TV and retail.<\/span> <span style=\"font-weight: 400\">As part of the integrated campaign, out of home posters will showcase the limited edition redesign in playful and relevant ways, each strategically placed across different media channels and physical locations. Designs that focus on dividing up the roles when cooking with friends and family will be positioned outside supermarkets and out of home in and around airports will spotlight how bars can be shared to celebrate the person within a group of friends that took charge of booking the holiday and made it happen.\u00a0<\/span><\/p>\n<p><b>Elise Burditt, Senior Director at Cadbury UK <\/b><span style=\"font-weight: 400\">said: \u201cCadbury\u2019s brand identity revolves around generosity and this campaign is an embodiment of that, celebrating the connections that bring us closer together. These redesigned bars are a fun and thoughtful way to recognise and celebrate the everyday acts of generosity that make life a little sweeter.\u201d<\/span><\/p>\n<p><b>Tom Lee &amp; Alice Goodrich, Creatives at VCCP, added:<\/b><span style=\"font-weight: 400\"> \u201cWhen we think of sharing, we tend to think of big events like family Christmases, birthdays, anniversaries. But in the relatively uneventful months at the start of a new year, we wanted to turn the focus to the smaller, more casual acts of generosity &#8211; the things we naturally do for each other everyday without thinking twice. So we redesigned Cadbury Dairy Milk bars to be shared amongst the people you care about, whether you&#8217;re housemates, colleagues or just a bunch of mates.\u201d<\/span><\/p>\n<p><i><span style=\"font-weight: 400\">\u2018Made To Share\u2019<\/span><\/i><span style=\"font-weight: 400\"> was brought to life by <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">, with the help of global content production studio <\/span><a href=\"https:\/\/www.wearegirlandbear.com\/\"><b>Girl&amp;Bear<\/b><\/a><span style=\"font-weight: 400\">. The <\/span><b>VCCP Retail Experience<\/b><span style=\"font-weight: 400\"> team worked on the retail strategy and the development of retail media assets, and media was led by<\/span><b> Publicis Media<\/b><span style=\"font-weight: 400\"> and PR and influencers led by <\/span><b>Ogilvy <\/b><span style=\"font-weight: 400\">and<\/span><b> Elvis <\/b><span style=\"font-weight: 400\">managing organic social, and pack design by<\/span><b> Bulletproof<\/b><span style=\"font-weight: 400\">. <\/span><span style=\"font-weight: 400\">The campaign will run across the UK and will appear on VOD, social media, YouTube, and OOH.<\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-19544","work","type-work","status-publish","hentry"],"acf":{"client_id":"10225","capability_ids":["988"],"hero_video":"","hero_image":{"ID":19545,"id":19545,"title":"multi 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15:42:17","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":1030,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-300x161.png","medium-width":300,"medium-height":161,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-768x412.png","medium_large-width":640,"medium_large-height":343,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-1024x549.png","large-width":640,"large-height":343,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-1536x824.png","1536x1536-width":1536,"1536x1536-height":824,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1.png","2048x2048-width":1920,"2048x2048-height":1030,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Made To Share","meta-description":"Cadbury and VCCP launch integrated campaign that celebrates everyday generosity with limited-edition \u2018Made To Share\u2019 Dairy Milk bars","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/01\/multi-1-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":19310,"post_author":"64","post_date":"2024-11-06 14:34:03","post_date_gmt":"2024-11-06 14:34:03","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1026147719\",\"blockId\":\"1wGkcw\",\"blockUniqueClass\":\"lazyblock-video-1wGkcw\"} \/-->\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 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 new integrated campaign designed to capture the true spirit of Christmas while celebrating special moments and diverse holiday traditions.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis out of home-led campaign marks the first time in years that Cadbury has released a campaign specifically centred around the beloved advent calendar, aiming to make Cadbury a part of everyone's countdown to Christmas. Whether it\u2019s the warmth of a family Christmas, a lively \\u0022friendsmas\u201d, or the magic of a children's nativity play, the campaign recognises the unique ways people come together to celebrate the festive season.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury is unwrapping the festive spirit with 24 unique out of home executions, each representing a day of the Cadbury advent calendar. Recognising that families and friends all countdown Christmas in their own special ways, VCCP sought to capture these various traditions by asking people what they\u2019re counting down to this holiday season. The result is a series of ads filled with real-life moments, transforming the traditional countdown into a joyful celebration of Christmas. From placing the final sparkling ornament on the Christmas tree, gathering around a mouthwatering family roast, sharing a sweet moment with a snowman, to the playful chaos of family charades, each execution captures the magic of those heartwarming holiday moments.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe real-life snapshots have also made their way into a heartwarming social and YouTube campaign. As November unfolds, the campaign builds excitement, mirroring the anticipation of opening that very first door of the Cadbury Advent Calendar on December 1st. It\u2019s more than a countdown, it\u2019s a celebration of all the little moments that make Christmas special.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign aims to promote the iconic Cadbury Dairy Milk chocolate advent calendar, which holds the top spot as the number one SKU in its category. Each calendar features 24 doors, each concealing a delicious treat made with Cadbury\u2019s world-famous chocolate. From the first of December through Christmas Eve, each opening reveals a mouth-watering piece of milk chocolate, transforming the daily countdown into a sweet celebration.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eNicole Partridge, Brand Manager at Cadbury\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cThis year, we wanted to celebrate the unique heart-warming and funny moments that people across the UK look forward to each Christmas and highlight counting down to these with a Cadbury advent calendar. Counting down can be as exciting as Christmas day itself with so many moments of connection and fun to look forward to. This campaign is all about making those beloved Christmas memories even more special with a little piece of Cadbury each day!\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eFrances Leach, Creative Director at VCCP London,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cPlaying Pie Face after Christmas dinner, for me, is the best bit of Christmas. When else can I legitimately deliver a face full of spray cream to a family member? Our new Cadbury Advent Calendar campaign acknowledges that the \u2018thing\u2019 we are counting down to is often deeply personal. So we created 24 unique executions, one for each day of advent, celebrating the public\u2019s favourite Christmas moments using real family photos.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign will run across OOH, social and YouTube until 30th November across the UK and ROI. \u201cAdvent\u201d was brought to life with the help of VCCP\u2019s global content creation studio, Girl\\u0026amp;Bear, with media led by\\u003c\/span\\u003e\\u003cb\\u003e Publicis Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, owned channels by \\u003c\/span\\u003e\\u003cb\\u003eElvis\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and PR and influencer content led by \\u003c\/span\\u003e\\u003cb\\u003eOgilvy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZfJjGf\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-ZfJjGf\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Our new Cadbury Advent Calendar campaign acknowledges that the \u2018thing\u2019 we are counting down to is often deeply personal. So we created 24 unique executions, one for each day of advent, celebrating the public\u2019s favourite Christmas moments using real family photos\",\"quotee\":\"Frances Leach, Creative Director at VCCP London\",\"blockId\":\"Z1aQSzk\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1aQSzk\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%222%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\/11\/2.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/2-300x169.png%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\/11\/2-300x169.png%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/2-1024x576.png%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/2-768x432.png%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/2-1536x864.png%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/2.png%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%22:19323,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=19323%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/2.png%22,%22sizes%22:%22%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%223%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\/11\/3.png'%3E%3Cimg%20width=%5C%22300%5C%22%20height=%5C%22169%5C%22%20src=%5C%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/3-300x169.png%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\/11\/3-300x169.png%20300w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/3-1024x576.png%201024w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/3-768x432.png%20768w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/3-1536x864.png%201536w,%20https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/3.png%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%22:19324,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=19324%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/11\/3.png%22,%22sizes%22:%22%22%7D%7D%5D\",\"arrow-controls\":true,\"dot-controls\":true,\"blockId\":\"Z27fwHz\",\"blockUniqueClass\":\"lazyblock-carousel-Z27fwHz\"} \/-->","post_title":"Cadbury Christmas Advent","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cadbury-christmas-advent","to_ping":"","pinged":"","post_modified":"2024-11-06 14:53:26","post_modified_gmt":"2024-11-06 14:53:26","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19310","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":19466,"post_author":"57","post_date":"2025-01-08 09:03:00","post_date_gmt":"2025-01-08 09:03:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1044746390\",\"blockId\":\"1td2n9\",\"blockUniqueClass\":\"lazyblock-video-1td2n9\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eToday, \\u003c\/span\\u003e\\u003cb\\u003eCadbury \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ehas unveiled its latest campaign in its celebrated \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury Dairy Milk \u2018Gen\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eerosity\u2019 brand platform, \u2018There\u2019s a Glass and a Half in Everyone\u2019.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCreated in partnership with its global agency of record, \\u003c\/span\\u003e\\u003cb\\u003eVCCP,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e the campaign furthers Cadbury\u2019s mission to inspire acts of generosity while highlighting how gifting chocolate can serve as a powerful gesture of kindness and connection.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Memory\u2019 marks the seventh year of Cadbury\u2019s generosity brand platform, a globally recognised campaign known for its heartfelt and emotional storytelling. The campaign continues to resonate with audiences by highlighting meaningful, relatable moments that celebrate the power of generosity whilst also challenging industry conventions by focusing on small, emotional moments rather than action-packed narratives.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe multi-award-winning campaign, which includes previous films such as \u2018Mum\u2019s Birthday\u2019, \u2018Fence\u2019, \u2018Bus\u2019 has garnered widespread recognition, including winning D\\u0026amp;AD pencils, British Arrows and effectiveness awards from the IPA, Marketing Week and The Marketing Society.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAt the heart of the campaign is a 60 second film that tells a moving story of a daughter and her father written by Simon Connor, directed by acclaimed director Steve Rogers (who also directed previous Cadbury films \u2018Garage\u2019 and \u2018Speakerphone\u2019) and produced by Biscuit Filmworks.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognising it as a gift his daughter has bought him since she was a child. In this moment, he doesn\u2019t recognise her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh - because, as he proudly reveals, he\u2019s always hated nuts.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe daughter can\u2019t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his 'daughter' - meaning her - about the secret, because \\u0022it makes her so happy\\u0022 the daughter responds softly. \\u0022It does.\\u0022 She recognises the quiet generosity of her father\u2019s long-held secret, something he\u2019s kept hidden from her all these years, despite not always remembering who she is.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury is committed to telling inclusive stories rooted in human truths that are representative of the nation. To ensure the story\u2019s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCadbury has extended its partnership with Alzheimer\u2019s Research UK, the UK\u2019s leading dementia research charity, into 2025. The two organisations first joined together in 2024 to celebrate the role of Cadbury in the nation\u2019s shared memories and to support the charity\u2019s mission for a cure for dementia.\\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: \u201cAt Cadbury, we believe that generosity has the power to bring people closer together. \u2018Memory\u2019 illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. We\u2019re incredibly proud to continue to work with Alzheimer\u2019s Research UK to support their vitally important work.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eNikhil Nicholas, Global Equity Lead, Cadbury,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said, \u201cIt\u2019s been an amazing journey, and we are very excited to launch our latest instalment of the generosity platform. This campaign is a continuation of our commitment to shining a spotlight on the really small everyday acts of generosity that are packed with emotion, bringing us closer to each other.\u201d\u00a0\u00a0\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eChris Birch \\u0026amp; Jonathan Parker, Executive Creative Directors at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cWe\u2019re incredibly proud to continue our partnership with Cadbury on \u201cThere\u2019s a Glass and a Half in Everyone\u201d. \u2018Memory\u2019 is a beautifully told tale that centres around, surprisingly, a long standing deceit. Yet it couldn\u2019t be more generous. We hope people love it. The writing is straight from the heart.\\u0022\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eHilary Evans-Newton, Chief Executive at Alzheimer's Research UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cWe welcome this new ad from our partner, Cadbury, that tells a heartwarming story, featuring a father with dementia. With almost one million people living with dementia in the UK alone, it is great to see an iconic national brand representing people with dementia in such a sensitive and respectful way. We want to thank Cadbury for continuing to stand with Alzheimer\u2019s Research UK for a cure.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Memory\u2019 was brought to life with the help of VCCP\u2019s global content production studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e with media led by\\u003c\/span\\u003e\\u003cb\\u003e Publicis Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and PR led by \\u003c\/span\\u003e\\u003cb\\u003eOgilvy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe film will run across the UK throughout 2025, appearing on TV, VOD, YouTube, and in cinemas.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"20TIUJ\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-20TIUJ\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"At Cadbury, we believe that generosity has the power to bring people closer together. \u2018Memory\u2019 illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. \",\"quotee\":\"Elise Burditt, Senior Marketing Director at Cadbury\",\"blockId\":\"20JA7h\",\"blockUniqueClass\":\"lazyblock-quote-full-width-20JA7h\"} \/-->","post_title":"Memory","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"memory","to_ping":"","pinged":"","post_modified":"2025-02-10 13:06:16","post_modified_gmt":"2025-02-10 13:06:16","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19466","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\/19544","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=19544"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}