Cupboard Raider





The new campaign tells a touching story of generosity.

VCCP and Cadbury have launched a new campaign for their chocolate biscuit favourite Fingers with a touching story of generosity and emerging friendship. The work follows the recent relaunch of their biscuit portfolio under the platform 'Cadburyness Baked In'.

Cadbury biscuits are special because the chocolate isn’t just any chocolate - it’s the signature taste of Cadbury. Cadbury brings people together; it's the taste that everyone in Britain knows and loves, bringing back shared experiences and memories.

The new film ‘Cupboard Raider’ is created by VCCP and tells a beautiful, emotionally engaging story about the generosity in everyone.

The spot, directed by Sara Dunlop, sees a little boy who takes a couple of Fingers from his home kitchen cupboard - we think for himself  - however, later we see him sharing his biscuits with a new boy at school; creating a small moment of connection through kindness and some Cadbury Fingers, finishing with the Cadburyness Baked In sign off.

Darren Bailes, Executive Creative Director at VCCP said:

“Cadbury Fingers are a national institution. Another brilliant Cadbury brand that we are proud to be creating work for. Sara Dunlop has done a beautiful job telling the story of a young lad who appears to be up to no good. But he's actually doing a good thing, a generous act... taking his fingers to cheer up the quiet kid in the playground. Bless him.” 

The campaign launched on 29th April across TV and Social.

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