Cadbury Favourites launches new campaign
Cadbury has launched a new marketing campaign for its Favourites line, aimed at encouraging the product’s gift status in between the usual special occasions.
The new “What to bring when you’re told not to bring a thing” TV commercial features an Australian family searching for the a gift when faced with a host who says they don’t want anything. In a dream sequence, family members struggle with inappropriate gifts, including a ridiculously large croquembouch, a 30L jelly castle, a plate of chicken feet or a whole side of lamb.
According to Carla Filia, Senior Brand Manager for Everyday Gifting Kraft Foods Australia/New Zealand, the campaign aims to position Cadbury Favourites chocolates “firmly in the heart of happy get-togethers with family and friends.”
“We can all relate to the anguish of being told not to bring a thing to a social get-together when of course, we all know that ‘don’t bring a thing’ really means, ‘don’t show up empty-handed’,” said Filia.
“Cadbury Favourites chocolates are the ideal ‘take to share’ item – there is something for everyone, from your Cherry Ripe chocolate fans to your Turkish Delight lovers you’ve got everyone’s taste covered. The new campaign reinforces this product truth and also has some fun with the etiquette around casual social gatherings.”
The advertising campaign was developed by the team at George Patterson Y&R Melbourne. Creative Director, Jim Ingram says of the new campaign: “We’re excited about this campaign because it’s born from a good old fashioned advertising line. We found a real product truth and linked it to a genuine human insight – a simple principal really. It’s how they used to do it back in the 80s and when it works, it works a treat. And if research groups are anything to go by, you know you’re onto a winner when they’re dominated by groups of women sitting around saying to each other ‘Oh my God, I totally do that!’.”
The media plan, developed by Carat, will encompass television, online, radio and outdoor as well as roving billboards targeted at high traffic sporting events.