Cadbury’s 200th anniversary campaign is a showcase of the many different ways the chocolate manufacturer has featured in people’s lives since 1824.
The work was developed by communications agency VCCP. The agency delivered a fully integrated campaign titled ‘Yours for 200 Years', celebrating its long-standing relationship with the British public.
The confectionery company was founded in Birmingham on March 4, 1824. In that time it has grown to become part of the fabric of Britain.
'Yours for 200 Years' focuses on the sense of belonging to the nation through both the shared value of generosity, upon which Cadbury was founded, and in products which have become part of British life and culture.
For Cadbury’s anniversary year, the campaign film ‘Birthday’ revives the popular ‘Mum’s Birthday’ TVC to demonstrate that there has always been A Glass and a Half in Everyone.
The campaign journey’s 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.
The setting changes subtly around the girl and shopkeeper as time advances, technology and fashions change but, powerfully, the story remains the same.
VCCP’s global content creation studio Girl&Bear worked with director Frederic Planchon, who directed the original ‘Mum’s Birthday’ TVC, and Academy Films.
Most of the original cast were reunited for the new film, with body doubles and post-production techniques used to recreate the scene between the shopkeeper and the girl.
In line with the nostalgia of the campaign, Cadbury has released a limited-edition range of seven Cadbury Dairy Milk bars featuring classic designs, crafted in collaboration with Bulletproof (Cadbury’s branding agency).
Elise Burditt, senior marketing director at Cadbury, says it’s not every day that someone has 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 recognising that we wouldn’t be here today without them,” she says.
"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."
The campaign will run throughout the UK across AV, D/OOH, audio, social, print and digital and will be supported by owned-channel activity by Elvis and a PR campaign by Ogilvy.
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