Cadbury’s ‘For the Love of Chocolate’ comes in support of six independent chocolatiers, as the pandemic continues to take a toll on retailers across the UK.
Like every business, Cadbury started small when John Cadbury opened his first shop in Birmingham back in 1824. The brand grew to be one of the most established chocolate brands in the world, and today, Cadbury wants to pay it forward.
The Mondelez-owned chocolate brand has decided to support and promote shopping at independent chocolatiers, instead of buying its products. For this activation, Cadbury chose six independent High Street chocolate brands across the UK: Hill St. in Essex, Chouchoute in Birmingham, Choc on Choc in Bath, Melange in London, Cocoa Amore in Leicester, and Cocoa Cabana in Manchester.
The campaign kicked off on April 29 with the message For The Love Of Chocolate used in all communication to consumers across TV, YouTube, and OOH.
For the launch, Cadbury reworked the classic TV ad “Mum’s Birthday” made for Dairy Milk. Remember it?
The new version, created by VCCP, features a bar of Chouchoute’s chocolate and its branding replacing Dairy Milk.
Launching the campaign, Colin O’Toole, associate director of marketing for Cadbury UK and Ireland at Mondelex, said in a statement:
“We are proud to be supporting local chocolatiers across the Uk. As a nation, we’ve always been lucky to have a thriving chocolate scene, full of variety and creativity; and at Cadbury, we of course understand what it’s like to start out as a small independent chocolate shop. So, we wanted to take the opportunity to support our fellow chocolatiers and ask the nation to do the same. After all, it’s all for the love of chocolate.”
ADVERTISING AGENCY: VCCP
CCO: Darren Bailes
EXECUTIVE CREATIVE DIRECTORS: Chris Birch & Jonny Parker
COPYWRITER: Dan Glover-James
ART DIRECTOR: Elias Torres
BUSINESS DIRECTOR: Frankie Hall
ACCOUNT DIRECTOR: Sophie Bowler
ACCOUNT MANAGER: Annisha Shah, Matt Reed
JOINT HEAD OF PLANNING: Sophie Kerbegian
PLANNING: Alana King
INTEGRATED PROJECT DIRECTOR: Jon Dewart
INTEGRATED PRODUCER: Pete Lewendon
TV PRODUCER: Rosie Good
VCCP DESIGN: Adam Edwards
VCCP STUDIO: Sam Weight, Lee Forster
SOCIAL & INFLUENCE DIRECTOR: Aurelien Pakula