Cadbury is back with the next chapter of its 'Made to Share' campaign, continuing to celebrate the small, meaningful gestures that often go unnoticed.
Produced by our global content creation studio Girl&Bear, the new press and out-of-home ads swap grand gestures for candid snapshots of real, everyday human connection. From swapping seats on a plane so someone can sit near a window to hunting for a missing TV remote that someone was sitting on all along, the campaign captures genuine, relatable moments to reinforce Cadbury’s belief that generosity lives in the little things.
The new creative builds on Cadbury’s long-standing 'There’s a Glass and a Half in Everyone' philosophy, offering shoppers twelve new ways to recognise those who go the extra mile. The posters are popping up in high-reach locations across the UK - including a major digital out-of-home placement at Stansted Airport - alongside print ads in the Guardian, Metro, and The Sun.
On top of the outdoor and press campaign, Cadbury is launching 12 new packaging designs featuring everyday acts of generosity. To support the release, nationwide out-of-home activations and an in-store promotion give shoppers the chance to win shareable prizes. Our digital experience agency, Bernadette, built the digital platform powering the in-store competition.
The campaign is running across out-of-home, radio, print, online, and retail channels.
"Our latest chapter of ‘Made to Share’ celebrates the beautiful, everyday gestures that shape our relationships. From giving up the window seat to being the friendship group’s designated photographer, these bars demonstrate how generosity is found in the small ways we show up for each other."
Elise Burditt, Senior Marketing Director at Mondelez International
"We chose to place the graphic device over raw, found imagery to really help amplify those familiar human moments of unsung generosity. It really shows the strength and confidence of the brand when you can remove all signs of product yet still know exactly who it's for."
Chris Birch and Jonathan Parker, Chief Creative Officers at VCCP