{"id":20389,"date":"2025-08-18T07:54:55","date_gmt":"2025-08-18T06:54:55","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=20389"},"modified":"2025-09-16T14:27:24","modified_gmt":"2025-09-16T13:27:24","slug":"made-to-be-enjoyed-not-endured","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/made-to-be-enjoyed-not-endured","title":{"rendered":"Made to be enjoyed, not endured"},"content":{"rendered":"
\r\n
\r\n \r\n
\r\n \r\n
\r\n

Cadbury<\/strong> has unveiled a major new integrated brand campaign for its dark chocolate brand, Bournville<\/strong> – the first in nearly 50 years. The campaign marks the iconic product\u2019s return to advertising and introduces a new brand platform: \u2018Made to be enjoyed, not endured\u2019 by global creative agency of record VCCP.<\/p>\n

The punchy campaign positions Bournville as the antithesis of bitter hard-to-enjoy dark chocolate. At the heart of the campaign is a comic film that follows two puffed-up dark chocolate aficionados locked in a game of escalating one-upmanship – trading obscure cacao origins and elaborate tasting notes. While they spar over complex tasting notes of their artisanal bars, a Bournville fan quietly enjoys a chunk of smooth, simple dark chocolate \u2013 entirely unimpressed.<\/p>\n

Production company Outsider and award-winning comedy director Harold Einstein brought the idea to life, in collaboration with VCCP’s global content creation studio Girl&Bear<\/strong>. The script was written by VCCP creatives Alice Goodrich, Lara Baxter and Simon Connor. Once the script was formed, VCCP worked with Einstein and BAFTA-winning British comedy writer Simon Blackwell (Veep, Peep Show, The Thick of It) to hone the jokes and collaborate on new material. The result is a hilariously sharp and self-aware film that flips category conventions on their head \u2013 and firmly positions Bournville as the antidote to dark chocolate elitism.<\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

\r\n \t\t

Alongside the 30\u201d spot, a longer 90\u201d version was produced to land even more laughs \u2013 with even more material improvised on set during the shoot.<\/p>\n

The integrated campaign will also roll out across out-of-home, radio, YouTube, video-on-demand and social, with distinctive red-and-white Bournville branding and bold typographic headlines that highlight the simple pleasure of the chocolate itself.<\/p>\n

The OOH posters spotlight an oversized, glossy chunk of Bournville chocolate, set against a striking red background \u2013 celebrating the brand\u2019s unmistakable heritage with a refreshed, vintage-modern look.<\/p>\n

Chris Birch and Jonny Parker, CCOs at VCCP<\/strong>, added: “Bournville. The chocolate that just observes as all the other chocolates around it slowly lose their minds – chasing latest fads and fashions. A chocolate this legendary deserves famous work that populates culture which is what we see this new platform doing.\u201d<\/p>\n

Simon Connor, Creative Director at VCCP<\/strong> said: “Bournville is an OG dark chocolate from a time before tasting notes of tree bark and percentages that would make your mouth cry. The team has created something that is as enjoyably straight forward as Bournville itself. A campaign to be enjoyed, not endured.\u201d<\/p>\n

The campaign is live from today and will run across the UK. Media planning and buying was led by Publicis Media UK. Supporting activity across organic social and eCRM was led by Elvis.<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

\n
\n\n
\n “With this campaign, we\u2019re bringing Bournville back into the national conversation \u2013 but in a way that reflects the times. We\u2019re excited for the nation to see Bournville in a whole new light.” \n Elise Burditt, Senior Marketing Director at Mondelez<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>\n\n
\r\n
\r\n
\r\n