The campaign will reaffirm the iconic Bournville brand’s long-standing relationship with the British public. It also includes OOH (Out of Home advertising) and a social media campaign that puts people at its heart using real, nostalgic family photos.
Founded in Birmingham on 4 March 1824, Cadbury is a much-loved and respected brand. The new campaign Yours for 200 Years was developed to celebrate being part of British life for generations rather than mark a milestone.
The VCCP agency in London has developed the ad. It focuses on the sense of belonging to the nation through the shared value of generosity, upon which Cadbury was founded, and in products that have become part of British life and culture.
200 years of British life
The 60-second ad takes viewers through 200 years of British life, beginning in 1824 and travelling through time as the story of a little girl buying her mum a bar of Cadbury Dairy Milk for her birthday is retold. Creativebrief magazine said: “The setting changes subtly around the girl and shopkeeper as time advances, technology, and fashions change, but, powerfully, the story remains the same.”
Cadbury has also produced a limited-edition range of seven Cadbury Dairy Milk bars, introduced in the UK in 1905 to become a favourite with consumers who will recognise its iconic packaging designs from their past. Cadbury is also working with Alzheimer’s Research UK and the Alzheimer’s Society of Ireland, acknowledging the link between nostalgic packaging designs and memory.
Elise Burditt, Senior Marketing Director at Cadbury, said: “This is a very special moment for us. It’s not every day that you have the opportunity to celebrate a 200th anniversary! But for us, this is so much more than that – it’s celebrating 200 years of being part of the lives of the British public and recognizing that we wouldn’t be here today without them. We want to demonstrate that the values upon which Cadbury was founded in Birmingham 200 years ago still ring true today with people and with a generous spirit at the heart of everything we do.”
Mondelēz International investment
The brand was taken over by Mondelēz International (originally Kraft Foods) in 2010, and it’s historic factory in Bournville, Birmingham received £15 million investment three years ago to enhance production.
Bryony Tate, Cadbury Brand Manager at Mondelēz, said: “We’re really looking forward to celebrating 200 years of Cadbury belonging to our nation this year. The British public has played such an important role in our history, and we’re proud to celebrate being yours. We hope that the launch of our Limited Edition Cadbury Dairy Milk Bar packaging will bring a smile to people’s faces, with the seven retro designs offering something for everyone!
“From the thrill of a little treat shared with a loved one to special occasions and even getting the entire nation excited for milestone cultural events, like Royal Coronations and the London Olympics, Cadbury has belonged to our nation for 200 years. But really, it’s thanks to the whole British public that Cadbury is still here today. We’re planning for an exciting year ahead and many more announcements.”
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