Yours for 200 Years – Cadbury celebrates milestone anniversary

Yours for 200 Years – Cadbury celebrates milestone anniversary with new campaign from VCCP

● Campaign film ‘Birthday’ recreates classic Cadbury Dairy Milk ad ‘Mum’s Birthday’ retelling the story over 200 years
● OOH and social puts the public at the heart of the campaign using real, nostalgic family photos
● Limited edition Cadbury Dairy Milk packaging brings back iconic designs from the past

London: Cadbury and its global agency of record VCCP London has today launched a fully integrated campaign celebrating Cadbury’s 200th anniversary and its long-standing relationship with the British public.

Since being founded in Birmingham on 4th March 1824, Cadbury has grown to become part of the fabric of the nation, present in the lives of British people in moments big and small. The new campaign Yours for 200 Years was developed to celebrate being part of British life for generations, rather than to just mark a milestone.

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. Cadbury has long spoken to the generous spirit in all of us. For Cadbury’s anniversary year, the campaign film ‘Birthday’ revives the much-loved ‘Mum’s Birthday’ TVC to demonstrate that there has always been A Glass and a Half in Everyone.

The 60” film takes 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 award-winning 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 (who is now five years older than when the first ad was released), post production was managed by Selected Works. The end result is an emotional reboot of a classic advert which celebrates small, shared moments of generosity.

To acknowledge that Cadbury’s enduring success is due to the nation’s continued support and love, the British public are the heroes of ‘Your Cadbury Photos’ across OOH and social. A competition selected pictures submitted from old family albums where people were seen enjoying Cadbury products, from Easter egg hunts, Christmas, and the Flake 99 ice cream on summer holidays. These images feature across billboards and campaign assets to celebrate the role Cadbury has held in British people’s lives and memories. Media planning and execution for the campaign is handled by Publicis Media.

Further boosting the nostalgia generated by the campaign, a limited-edition range of seven Cadbury Dairy Milk bars is being released featuring classic designs, crafted in collaboration with Bulletproof (Cadbury’s branding agency). First introduced in 1905, Cadbury Dairy Milk is a favorite amongst the public who recognize its iconic packaging designs from their past. Cadbury are also working in partnership with Alzheimer’s Research UK and the Alzheimer’s Society of Ireland, acknowledging the link between nostalgic packaging designs and memory.

A range of bespoke nostalgic OOH ads has also been designed by illustrators to celebrate Cadbury Dairy Milk’s famous branding and iconic design evoking the artwork of bygone campaigns. Each execution is illustrated in the style of a different era and packaging, creating a beautiful suite of retro posters.

Elise Burditt, Senior Marketing Director at Cadbury, said: “This is a very special moment for us. It’s not every day that you have 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 recognizing that we wouldn’t be here today without them. 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.”

Chris Birch and Jonny Parker, Executive Creative Directors at VCCP London, added: “Crikey. 200 years old. That only happens when you have the relationship with the British public that Cadbury has. This work celebrates every Christmas morning Selection Box, every school trouser pocket Curly Wurly, every drippy Flake 99, every Dairy Milk on the sofa and everyone in Britain who’s gleefully munched them down since 1824. Happy Birthday Cadbury.”

The campaign will run throughout the UK across AV, D/OOH, audio, social, print and digital from today and will be supported by owned-channel activity by Elvis and a PR campaign by Ogilvy.

About Mondelēz International
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2022 net revenues of approximately $31 billion, MDLZ is leading the future of snacking with iconic global and local brands such as Oreo, Ritz, LU, Clif Bar and Tate’s Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit http://www.mondelezinternational.com

About Cadbury:
For 200 years, since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been the nation’s favorite chocolate bar. Recently voted The Grocer’s Britain’s Biggest Brand 2022*, Cadbury has a wide range of well-loved delicious chocolate that reminds the nation that there is a ‘Glass and a Half’ of generosity in everyone. The brand’s success is built upon its deep understanding of customers, shoppers and the category, ensuring it continues to evolve to remain relevant. The health and wellbeing of its customers is hugely important and so Cadbury helps run Be Treatwise, to remind people that treats are special, to be enjoyed in moderation as part of a balanced lifestyle. Portion control and consumer education, through on pack labelling, have a huge part to play in Cadbury’s strategy to ‘inspire mindful snacking’. The brand recently announced a program to bring all Cadbury standard chocolate products predominantly purchased for consumption by children, under 100 calories. 100% of the cocoa in Cadbury’s chocolate is sustainably sourced through the company’s Cocoa Life program, which supports sustainable cocoa farming. This helps secure a positive future for farmers, their families and their communities. For more information visit http://www.cadbury.co.uk

About VCCP
VCCP is an international integrated communications agency, founded in 2002 on the principles of simplicity, collaboration, un-preciousness and integration around ideas rather than channels. We are the challenger agency for challenger brands and transform the fortunes of our clients by challenging and disrupting the categories they operate in. With offices in London, Madrid, New York, Prague, San Francisco, Shanghai and Singapore, VCCP produces award-winning work for clients including Walkers, Virgin Media O2, ComparetheMarket, easyJet, Domino’s, Canon, Cadbury, Sage and White Claw.

CAMPAIGN CREDITS
CAMPAIGN TITLE: Yours for 200 Years
CLIENT: Cadbury
ADVERTISING AGENCY: VCCP
EXECUTIVE CREATIVE DIRECTOR: Jonny Parker & Chris Birch
CREATIVE DIRECTOR: Angus Vine
SENIOR CREATIVE TEAM: Ben Evans & Adam Sears
GROUP MANAGING DIRECTOR: David Boscawen
MANAGING PARTNER: Matt Smith
SENIOR ACCOUNT DIRECTOR: Tom Carr
ACCOUNT DIRECTOR: Bella Johnston
SENIOR ACCOUNT MANAGER: Fiona Hanna
ACCOUNT MANAGER: Maddie Jones
ACCOUNT EXECUTIVE: Ellie Rhodes
PLANNING DIRECTOR: Ollie Gilmore
SENIOR PLANNER: Alana King & Charlotte O’Brien
CONTENT CREATION STUDIO: Girl&Bear
SENIOR INTEGRATED PRODUCERS: David Vass & Gaynor Goldring
INTEGRATED PRODUCER: Connor Kilkelly
SENIOR TV PRODUCER: Carly Parris
PRODUCTION ASSISTANT: Maddy Holmes
HEAD OF BROADCAST AFFAIRS: Alexia Collins
HEAD OF ART: Ali Augur
ILLUSTRATORS: Archie Proudfoot & Carol Lawson (CIA), Chris Wormel (The Artworks), Bruce Emmett (Flio), Vince McIndoe (DebutArt)
DESIGN DIRECTOR: Adam Edwards
DESIGNERS: Tegan Barnes & Carl Sherry
ARTWORKERS: Nilesh Parmar & Lee Forster
JUNIOR RESOURCE MANAGER: Yasmine Moridi
STUDIO MANAGER: James Perry
ASSISTANT STUDIO MANAGER: Sam Weight
POST PRODUCER: Gerda Aleksandraviciute
SOCIAL EDITOR: Gareth Jivan Philips
PRODUCTION COMPANY: Academy Films
DIRECTOR: Frederic Planchon
DOP: Jakob Ihre
PRODUCTION DESIGNER: Sophie Becher
EXEC PRODUCER: Medb Riordan
PRODUCER: Jacob Hyam
AUDIO COMPANY: King Lear Music & Sound
SOUND ENGINEER: Jack Sedgwick
COLOURIST: Jean-Clément Soret – Company 3, London
COLOUR EP: Ellora Soret
COLOUR ASSISTS: Santino Napolitano, Jack Kennedy & Karl Pasamonte
POST PRODUCTION COMPANY: Selected Works
CREATIVE DIRECTOR: Greg Spencer
ART DIRECTOR: Amber Frisenda
VFX SUPERVISORS: Greg Spencer, Amber Frisenda, Dave Hempstead
2D ARTISTS: Rich Roberts, Gary Driver, Mahesh Chandrasekaran, Theajo Dharan, Georgie Ford & Valeria Scalamandre
DMP ARTISTS: Lyndall Spagnoletti, Kirsty Cutler & Chris Wilson
ONLINE ARTISTS: Eileen Chan, Nick Sze & Dave Wishart
EXECUTIVE POST PRODUCER: Alex Fitzgerald
POST PRODUCER: Libby Gandhi
STILLS POST PRODUCTION: Stanley’s Post
MEDIA BUYING AGENCY: Publicis
MEDIA PLANNER: Lynne Quinn, Lauren Nolan & George Pearcy

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