{"id":20537,"date":"2025-10-10T17:13:55","date_gmt":"2025-10-10T16:13:55","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=20537"},"modified":"2025-10-10T17:37:37","modified_gmt":"2025-10-10T16:37:37","slug":"all-heroes-no-zeros","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/all-heroes-no-zeros","title":{"rendered":"All Heroes. No Zeros"},"content":{"rendered":"
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Cadbury<\/b> has unveiled \u2018 \u2018All Heroes, No Zeros\u2019, a major new integrated campaign and brand platform for the much-loved <\/span>Cadbury Heroes<\/b>, created by global creative agency of record <\/span>VCCP<\/b><\/a>.\u00a0<\/b><\/p>\n

\u2018All Heroes, No Zeros\u2019 positions <\/span>Heroes<\/b> as the ultimate brand for sharing, where every chocolate has earned its place. The lighthearted campaign draws on the insight that while other assortment brands have obvious fan favourites, <\/span>Heroes <\/b>stands apart: there are no fillers, no hierarchy of favourites, no least-loved flavour left in the tub once everyone has got stuck in. To bring this to life, the campaign celebrates some of the UK\u2019s most iconic bands, teams, line-ups and historical figures – both real and fictional.\u00a0<\/span><\/p>\n

The campaign leads with a series of high impact OOH, including Piccadilly Lights, and celebrates the best of the best \u2018groups\u2019 across culture, music, history and sport by reimagining them as <\/span>Heroes<\/b> chocolates: from <\/span>Queen<\/b>, to <\/span>Santa\u2019s reindeers <\/b>to <\/span>Robin Hood and his Merry Men<\/b>, to <\/span>Arsenal Women Football Club<\/b>, even characters from <\/span>Pride & Prejudice<\/b> to coincide with the 250th anniversary of <\/span>Jane Austen’s<\/b> birth. Through each activation, the campaign lands the idea of \u2018All Heroes, No Zeros\u2019.\u00a0<\/span><\/p>\n

The campaign was created by <\/span>VCCP<\/b> creatives Ted Price and Adam Jackson. The film was directed by award-winning stop-motion specialist <\/span>Anthony Farquar-Smith<\/b> through production company <\/span>Not To Scale<\/b>, in collaboration with <\/span>VCCP<\/b>‘s global content creation studio <\/span>Girl&Bear<\/b><\/a>. <\/b><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n

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The campaign includes a playful 30\u201d spot which reimagines the inside of a tub of <\/span>Cadbury Heroes<\/b> as a sell-out stadium concert where every person is transformed into a <\/span>Heroes<\/b> chocolate. As we fly across the crowd, <\/span>Heroes<\/b> versions of rock royalty <\/span>Queen<\/b> take to the stage: Freddie Mercury as a <\/span>Crunchie Bits<\/b>, Brian May as a <\/span>Dairy Milk<\/b>, Roger Taylor as a <\/span>Dinky Decker<\/b>, and a <\/span>Dairy Milk Caramel<\/b> John Deacon. As the camera pans up and out of the stadium a <\/span>Wispa<\/b> fan finds it all too much, and a <\/span>Creme Egg Twisted<\/b> crowdsurfs before the voiceover delivers the end line: \u201cThe best groups are all heroes, no zeros – like <\/span>Cadbury Heroes<\/b>\u201d.\u00a0<\/span><\/p>\n

Simon Connor, Creative Director at VCCP added:<\/b> “Queen. The Full English. The Arsenal Women Champions League Winners. The best things in life really are All Heroes, No zeros, just like Cadbury Heroes.”<\/span><\/p>\n

Chris Birch and Jonny Parker, CCOs at VCCP, added: <\/b>“Celebrating the best of British Heroes on Cadbury Heroes. Who wouldn\u2019t want to see Freddie Mercury as a Crunchie Bits, Brian May as a Dairy Milk, Roger Taylor as a Dinky Decker and John Deacon as a Caramel? Heroes one and all!\u201d<\/span><\/p>\n

The campaign spans across BVOD, OOH and radio and is live from today, running across the UK. Media planning and buying was led by <\/span>Publicis Media UK<\/b>. Supporting activity across organic social and eCRM was led by <\/span>Elvis<\/b>. <\/span>Talent licensing was managed by<\/span> Sonia Bouadma <\/b>at <\/span>SB-licensing<\/b>. Custom-designed font inspired by the individual chocolates in the <\/span>Heroes<\/b> tub was created by <\/span>Marks<\/b>.\u00a0<\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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\n This campaign came from a simple but powerful observation \u2013 that Heroes are full of bangers. Not just one or two favourites, but a genuinely great mix, with something for everyone. It felt like a brilliant analogy for the line-ups we all know and love \u2013 where everyone\u2019s got something special to bring. \n Emma Paxton, Marketing Manager at Mondelez<\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-20537","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10225","hero_video":"","hero_image":{"ID":20538,"id":20538,"title":"website hero","filename":"website-hero-1.jpg","filesize":277795,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/cadbury\/all-heroes-no-zeros\/attachment\/website-hero-4","alt":"\u2018All Heroes. No Zeros\u2019: Cadbury billboard campaign","author":"77","description":"","caption":"","name":"website-hero-4","status":"inherit","uploaded_to":20537,"date":"2025-10-10 16:08:34","modified":"2025-10-10 16:08:55","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-768x720.jpg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-hero-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"\u2018All Heroes. No Zeros\u2019 - Cadbury","meta-description":"\u2018All Heroes. No Zeros\u2019: Cadbury reimagines the UK\u2019s most culturally iconic teams, bands and figures as Heroes in bold new campaign from VCCP.","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2025\/10\/website-social-1.jpg","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/20537","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\/77"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=20537"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}