Cadbury tugs at the heartstrings in latest multi-million advertising campaign

Cadbury parent Mondelēz International has launched a multi-million-pound advertising campaign to promote its leading Dairy Milk brand.

The £12m campaign is being spearheaded by a TV commercial featuring a young girl going into a convenience store to buy a bar of the chocolate for her mother, but having no money offers buttons and trinkets which the shopkeeper accepts and hands her one of the bars.

The sentimental advert is intended to tug at the heartstrings and the confectioner says the campaign is deliberately designed to take Cadbury back to its roots.

However, there is nothing antiquated about the marketing campaign with the commercial being backed by promotions on digital and social media platforms, social, as well as PR and samplings.

The initial eight-week campaign will be followed by a second TV advert later in the year.

In a further move, Mondelez International has opened a pop-up shop in London giving away free Dairy Milk to shoppers in return for…buttons or trinkets.

The shop, named Glass and a Half after the Dairy Milk slogan, has transferred to Sheffield and Cadbury’s home city in Birmingham.

The campaign is intended to boost sales of the chocolate bars and support local shopkeepers.

Glenn Caton, President, Northern Europe, Mondelēz International, said: “2018 has certainly started on a high here at Mondelēz International. All of our teams are excited about their plans, but I’m particularly proud that we have begun the year by taking Cadbury back to its roots with a new marketing campaign for Cadbury Dairy Milk.

“One reason the brand is so loved is because of its roots as a family brand founded on generous principles. The new campaign centres on a heart warming TV advert, whose message of generosity will be brought to life in the real world so that everyone can participate.”