Marketing Director · Senior Director
This work is a confident reappraisal of a chocolate that's been quietly loved for decades.
Cadbury's brand identity revolves around generosity, and this campaign embodies that, celebrating the connections that bring us closer together.
'Memory' illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways.
Cadbury has relaunched its classic Bournville dark chocolate with a humorous campaign by VCCP that pokes fun at dark chocolate snobbery. Directed by Harold Einstein and co-written with Simon Blackwell, the ad reintroduces Bournville with a confident, tongue-in-cheek tone and bold red-and-white visuals. The campaign spans TV, outdoor, radio, and digital channels, marking the brand’s first major push since the 1970s.
Cadbury’s ‘Made to Share’ campaign, created with VCCP and packaging by Bulletproof, reimagines Dairy Milk bars to celebrate everyday acts of generosity. The limited-edition packaging uses witty chunk divisions to highlight small moments of sharing, supported by a multi-channel campaign across digital, TV, and retail. The project has gone viral organically, resonating with audiences for its relatable humor and heartfelt message.
Cadbury and VCCP have launched 'Memory', the seventh film in the brand's long-running Generosity campaign. Directed by Steve Rogers and produced by Biscuit Filmworks, the touching story explores family bonds and dementia through a simple act of giving chocolate. The campaign continues Cadbury’s partnership with Alzheimer’s Research UK and reinforces its emotional, human-centered approach to advertising.