Cadbury’s Made to Share has found another way to woo and win hearts. VCCP’s next chapter builds on the campaign, that has already won multiple awards with series of limited edition chocolate bars honouring those small but meaningful gestures that often go unnoticed.
In this new instalment, produced by VCCP’s global content creation studio, Girl&Bear, press and out of home ads use candid photos that capture real scenes of human generosity, reminding the nation that being generous is not about spectacles, but about being human. From seating arrangements on planes to searching for a TV remote that the other person was sitting on all along, the campaign’s snapshots of genuine human emotion celebrate the little things people do for one another in a way that reinforces Cadbury as a brand that champions generosity and human connection.
The campaign speaks to a variety of different life stages and relationships, with new press and out-of-home images that re-energise Cadbury’s philosophy that There’s a Glass and a Half in Everyone.
The posters will be placed in impactful and high-reach locations, all led by Publicis Media UK, including one airport DOOH site at Stansted airport. As part of this campaign, press ads will also run in the Guardian, Metro and The Sun. In addition to the photography OOH and press activation, Cadbury is introducing another 12 brand new packaging designs celebrating more everyday acts of generosity underscoring Cadbury’s Generosity brand platform. Additional nationwide out-of-home activations will highlight the twelve new on-pack messages and a new in-store promotion that gives shoppers the chance to win shareable prizes related to the bars. Bernadette, VCCP’s digital experience agency, developed the digital platform for the in-store promotional competition.
Elise Burditt, senior marketing director at Cadbuty parent, Mondelez International, stated, “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.”
Chris Birch & Jonathan Parker, CCOs at VCCP, added, “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.”
The full campaign will cover out-of-home, radio, print, website and retail.
Credits
Client: Mondelez (Cadbury)
Senior Marketing Director, Confectionary Uk: Elise Burditt
Marketing Manager: Michael Moore
Brand Managers: Jessica Inzani & Connor Gould
Partnerships & Owned Channels Lead: Louise Page
Brand Manager, Sponsorship: Chris Parker
Advertising Agency: VCCP
Chief Creative Officers: Chris Birch & Jonny Parker
Creative Director: Angus Vine
Creatives: Tom Lee, Ludo Thomas & Alice Goodrich
Vice Chairman: David Boscawen
Managing Partner: Matt Smith
Business Director: Rob Gray
Account Director: Fan Dickson
Account Executive: Ilyria Remington
Group Planning Director: Gethin James
Planning Director: Andy Nicholls
Content Creation Studio: Girl&Bear
Creative Producer: Jade Harrison
Design: Rob Churcher, Maria Quiroga, Tegan Barnes & Bruno Rovarotto
Artwork: Nick Normann
Design & Artlab Resource: Yasmine Moridi & James Perry
G&B Post Producer: Natasha Allmond
Audio Post-Production Company: Jungle Studios
Sound Engineer: Stuart Allen-Hynd
Agency Broadcast Affairs: Alexia Collins
Artist Agency & Licensor: Kintzing Licensing
Photographers: Ana Larruy, Emily Scarlett Romain, Alex Bingham
Retouching: Stanley’s Post
Social: Dentsu
Media Agency: Publicis Media
Partnerships Agency: Mktg
PRAgency: Ogilvy
Promotional Agency: Umbrella
Digital Experience Agency: Bernadette
Project Director: Liane Baio
Account Director: Alice Bish
Senior Project Manager: Tim Slater
Creative Director: Will Aslett
Product Designers: Daryl Humphrey, Andy Potts, James Ring & Simon Bostock
Technical Director: Phil Beaman
Technical Lead: Gustavo Rodrigues
Senior Developer: Ali Kizildag
