Wonderfully witty little monologues that transport the speaker- and you – from ennui over a nut (oat or raisin) to excitement about the same nut moat or raisin in a Cadbury Brunch bar. The three 20-second posts lead a campaign by VCCP London and Girl&Bear called But Actually Tasty, to communicate to Brits that they don’t have to sacrifice taste when buying cereal and nut bars.
When it comes to the snack bar category, most people don’t expect much. They’re used to oat and nut bars looking a bit beige, sounding a bit beige, and – most importantly – tasting a bit beige. Cadbury Brunch bars are none of these. The fun of the hero spots is that they admit to snack bar’s ingredients being slightly unexciting but transform them with the addition of Cadbury chocolate.
Social and DOOH executions follow a similar format. The creative is dominated by a hero ingredient – an absolutely massive oat, nut or raisin – and copy outlining a well-worn association or belief about the healthy qualities of that ingredient. A Cadbury Brunch bar then replaces the ingredient accompanied by the line But Actually Tasty. Cadbury Brunch.
The campaign is rounded out with radio assets and a podcast sponsorship. Cadbury is working with the Off Menu podcast presented by comedians, Ed Gamble and James Acaster, and Sh*gged, Married, Annoyed, presented by Rosie & Chris Ramsey. They will dissect the difference between a handful of oats or nuts on their own and a handful of oats or nuts with a layer of Cadbury chocolate.
Maria Jackson, brand manager at Cadbury, stated, “When it comes to snack bars, people want something tasty but expect something bland. Cadbury Brunch really delivers on taste, so it’s great that we get to celebrate it through this campaign.”
Laura Muse, creative director at VCCP, added, “If we’re really being honest, none of us jump at the chance to scoff a handful of nuts or oats. But most healthy snack brands pretend like we all do. So we thought this stuff needed a reality check and an even healthier dose of Cadbury’s down-to-earth humour. Because we all perk up when we hear there’s chocolate involved.”
The campaign is running across BVOD DOOH, OOH, YouTube, social, radio and podcast. It is being supported by a consumer PR and influencer campaign run by Tin Man. Media has been planned and executed by Publicis Media and Elvis is supporting social and CRM.
Credits
Client: Mondelez (Cadbury)
Marketing Director: Elise Burditt
Marketing Manager: Declan Duggan
Brand Manager: Maria Jackson
Junior Brand Manager: Ella Jonas
Advertising Agency: VCCP
Executive Creative Directors: Chris Birch & Jonathan Parker
Creative Director: Laura Muse
Creatives: Tom Lee & Vicky David
Managing Partner: Matt Smith
Business Director: Charlie Griffith
Account Director: Will Hazelton
Account Executive: Lara Tarabey
Planning Director: Andy Nicholls
Planner: Xanthe Fuller
Senior Creative Producer: David Vass
Design Director: Adam Edwards
Senior Designer: Matt Montgomery-Taylor
Studio Managers: James Perry & Sam Weight
Resource Coordinator: Yasmine Moridi
Production Company: Girl&Bear
Director: Eros Vlahos
Executive Producer: Ed Rosie
Producer: Rory Calder
Post Producer: Heather Mooney
Editing Company: Stitch
Audio Post-Production Company: Jungle Studios
Artist Management Company: Swerve
Photographer: Nancy-Anne
Digital Agency: Bernadette
Digital Design Director: Gilles Bestley
Senior Motion Designer: Martin Pavlica
Senior Digital Producer: Luke Dougherty
Media Buying Agency: Publicis Media
Planning Manager: Joe Wood
Publishing & Audio Account Director: Kerry Edwards
Social Agency: Elvis Communication
Account Executive: Anna-Laura Banjo
Senior Account Director: Ellie Hicklin
Account Director: Robyn Lyness
PR Agency: Tin Man
Founder: Mandy Sharp
Partner: Natalie Neave
Practice Director: Leanne Bertolone
Senior Account Director: Amelia Higson
Creative Director: Paul Valentine
Creative: Charla Maclean
