Easter is prime time for Cadbury and VCCP London is making sure that the brand holds its top tier position in the UKL’s hearts (and stomachs).
The first effort is an homage to the huge phenomenon, Cadbury Mini Eggs. The tiny eggs are the UK’s biggest selling cholate egg at Easter. Of course, they’re only 3cm tall, so VCCP has given them a tiny campaign to celebrate them around the nation.
The social-first campaign centres around small OOH special builds made to look like real full-scale OOH. They were filmed in-situ with the camera panning back to reveal the true scale of the Mini Eggs billboards against their backdrops.
In addition to the small scale of the ads, the campaign was also completed on a tiny budget by VCCP London, as well as its global content creators, Girl&Bear, and creative digital agency, Bernadette.
Model maker, Paul Baker, built the tiny ads as well as little ladders, buckets and pasting brushes. One installation is also illuminated so it could be shot at night.
Charlotte Parkes, senior brand manager for Easter at Mondelēz International, stated, “’Easter’s biggest egg’ marks the first Cadbury Mini Eggs campaign in half a decade, designed to shine brightly in a crowded marketplace. While others clamour for attention with loud, flashy ads, Cadbury Mini Eggs proudly embrace their small yet mighty stature.”
Emma Houlston & Colin McKean, creative directors at VCCP London, added, “It’s been five years since the last big Cadbury Mini Eggs campaign, here’s a small one instead. We love Mini Eggs and we love these beautifully crafted mini billboards, so couldn’t think of a more fitting way to celebrate these magnificent little eggs.”
The campaign is running across organic social in the UK and ROI.
Credits:
Client: Cadbury
Senior Brand Manager: Charlotte Parkes
Advertising Agency: VCCP London
Executive Creative Directors: Chris Birch & Jonathan Parker
Creative Directors: Emma Houlston & Colin Mckean
Business Director: Charlie Griffith
Account Director: Oli Robinson
Senior Account Manager: Fiona Hanna
Production Company: Girl&Bear
Creative Producer: Crystal Matthews
Designer: Leila Amin
Production Assistant: Angeline Gill
Post Producers: Finlay Macaulay & Bilal Singh-Butt
Director Of Photography: Ed Roe
Photographer: Farihah Chowdhury
Model Maker: Paul Baker
Sound Design: Emily Vizard
Editor: Fernando Vera
Easter is not prime time for Cadbury ice cream in the UK. It’s just coming out of another cold, cold winter. VCCP is helping Easter enthusiasm for Cadbury will spill across, nonetheless, and then continue to build into summer, with a campaign for Froneri that breaks the convention of ice cream advertising – enticing images of the product. Instead, the campaign humorously features the relatable family situation of an empty ice cream box, the last ice cream eaten and box returned to the freezer. Supporting the campaign’s 20-second spots are OOH, DOOH and social executions that appear at first to be standard product shots of delicious Cadbury ice cream before a hand comes in to steal them from view. Media planning has been phased with upweights around bank holidays and across the summer to align with key family moments.
Charlotte Hambling, global marketing manager at Froneri, stated, “We believe this new Cadbury campaign will have real cut through in the ice cream category. It’s rich in emotion and taps into such a powerful human truth. Casting real families brought additional warmth and authenticity and will resonate strongly with our family audience. The ad also plays to the relatable, slice of life scenarios that we have come to love from Cadbury… this ice cream is guaranteed not to last in any household.“
Daniel Glover-James and Elias Torres, Creative Directors at VCCP London,added, “We’ve all been there, looking forward to a Cadbury Ice Cream, heading to the freezer, opening the box… and it’s empty. Someone has got there first, and they’ve even put the empty box back in the freezer. We wanted to share that frustration, to let people know we feel their pain, but with ice cream this good it won’t be in the freezer long.“
The campaign will run in the UK & ROI across TVC, VOD, social, YouTube, outdoor and digital display with media planning and buying by the7stars
Credits:
Client: Froneri
Global Marketing Manager: Charlotte Hambling
UK Brand Manager: Shreen Nobbel
Advertising Agency: VCCP London
Executive Creative Directors: Chris Birch & Jonny Parker
Associate Creative Directors: Daniel Glover-James & Elias Torres
Creatives: Sarah Lisgo & Agatha O’neill
Managing Partner: Matt Smith
Business Director: Charlie Griffith
Account Director: Oli Robinson
Senior Account Manager: Fiona Hanna
Planning Director: Ollie Gilmore
Planner: Xanthe Fuller
Agency TV Producer: Rory Calder
Agency Creative Producer: Gaynor Goldring
Production Company: Girl&Bear
Director: Lucy Bridger
DoP: Ailsa Aikoa
Executive Producer: Francesca Best
Producer: Rory Calder
Production Manager: Lisa Apsey
Production Assistant: Angie Gill
Offline Post-Production Company: The Assembly Rooms
Offline Post Producer: Daniel Breheny
Offline Editor: Jack Williams
Colourist: Jonny Tully @ Cheat
Audio Post-Production Company: Wave Studios
Sound Engineer: Harry Butcher
Online Post-Production Company: Girl & Bear
Online Post Producer: James Ketterer
Online Editor: David Fayinka
G&B Social Edits Producer: Agne Acute
Social Editors: Ashley Sykes/Tom James
Designer: Tom Widdrington
Artlab Manager: James Perry
Senior Creative Artworker: Toby Kadir
Photographer: Sara Morris
Media Buying Agency: The7stars
Media Planners: Emily Lewis & Alastair Beardmore
Media Strategy: Lashantay Richards
