The “other” chocolate assortment brands have fan favourites but Cadbury Heroes stands apart. There are no fillers, no hierarchy of favourites, no least-loved flavour left in the tub once everyone has got stuck in…
…and real heroes – Queen, Santa’s reindeers, Robin Hood and his Merry Men, Arsenal Women Football Club, and even characters from Pride & Prejudice to coincide with the 250th anniversary of Jane Austen’s birth.
VCCP creatives, Ted Price and Adam Jackson, have reimagined Cadbury Heroes chocolates as some of the UK’s most famous bands, teams, line-ups and historical figures – both real and fictional in a campaign, All Heroes, No Zeroes, that underlines the brands’ stars-only no-fillers status.
All Heroes, No Zeros leads with high-impact OOH campaign, including Piccadilly Lights. The campaign includes a 30-second spot that reimagines the inside of a tub of Cadbury Heroes as a sell-out stadium concert where every person is transformed into a Heroes chocolate – with Freddie Mercury as a Crunchie Bits, Brian May as a Dairy Milk, Roger Taylor as a Dinky Decker, and a Dairy Milk Caramel John Deacon, a Wispa fan and a crowdsurfing Creme Egg Twisted. The commercial was directed by stop-motion specialist, Anthony Farquar-Smith, through production company Not To Scale, in collaboration with VCCP’s global content creation studio Girl&Bear.
Emma Paxton, marketing manager at Mondelez, stated, “This campaign came from a simple but powerful observation – 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 – where everyone’s got something special to bring.”
Simon Connor, creative director at VCCP, added, “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.”
Chris Birch and Jonny Parker, CCOs at VCCP, commented, “Celebrating the best of British Heroes on Cadbury Heroes. Who wouldn’t 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!”
The full campaign covers BVOD, OOH and radio across the UK. Media planning and buying was led by Publicis Media UK. Supporting activity across organic social and eCRM was led by Elvis. Talent licensing was managed by Sonia Bouadma at SB-licensing. Custom-designed font inspired by the individual chocolates in the Heroes tub was created by Marks.
Credits
Client: Mondelēz [Cadbury]
Marketing Director: Simon Crowther
Marketing Manager: Emma Paxton
Brand Manager: Christina Bland
Junior Brand Manager: Emma Holt
Brand Executive: Hollie Grubb
Advertising Agency: VCCP
CCOs: Jonny Parker & Chris Birch
Vice Chairman: David Boscawen
Creative Director: Simon Connor
Creatives: Adam Jackson & Ted Price
Managing Partner: Matt Smith
Business Director: Rob Gray
Senior Account Director: Bella Johnston
Senior Account Manager: Maya Hussey
Group Planning Director: Gethin James
Planning Director: Andy Nicholls
Senior Planner: Jack Mccormack
Content Creation Studio: Girl&Bear
Producer: Tuesday Birmingham
Senior Integrated Creative Producer: Georgina Ehmcke
Senior Designer: Matt Montgomery-Taylor
Designer: Jonathan Harper
Assistant Artlab Manager: Nick Norman
Senior Creative Artwoker: Toby Kadir
Head Of Broadcast Affairs: Alexia Collins
Production Company: Not To Scale
Director: Anthony Farquar Smith
Executive Producer: Dan O’Rourke, Pippa Hall
Producer: Giles Nathan
Production Manager: Marie Jordan
Production Designer: Gordon Allen
Dop: Malcom Headley @Malcolmhadley
Editing: Final Cut
Editor: James Rosen
Post-Production Company: 1920vfx & Selected Works
Post Producer: Heather Brown & Nicola Simmons.
Colour: ETC
Colourist: Megan Lee
Audio Post-Production: Factory
Sound Engineer: Jack Hallett
Music Composition: Siren
Social: Elvis
Talent Licensing Broker: Sonia Bouadma
Typefoundry: Marks
Photographer Agent: Crxss Agency, John Cross
Stills Photographer: Wilson Hennessy
