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Cadbury: Just Ask An Aussie


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It's not often that chocolate is catapulted to elite status, but one of the Australians’ favourite chocolate bars, Cadbury Caramilk, has finally reached British shelves after causing quite a stir Down Under. Such was the demand for Caramilk, that it was hoarded and even rationed by shops in Australia. To promote Cadbury's biggest new product launch in years, Mondelez and global creative agency, VCCP London, launches 'Just Ask An Aussie'. The integrated campaign heroes real life quotes from Aussies which show the Brits just how much they love Caramilk, and encourages Brits to ask an Aussie for themself to find out what the fuss is all about. Targeted at UK millennials, the bold and disruptive integrated campaign will run for two months across DOOH, OOH, Facebook, Instagram, Twitter, TikTok and YouTube. Rather than the brand peddling its own products, VCCP London handed the mic over to diehard Aussie fans who shared their seal of approval with bold claims about Caramilk such as “you’ll love it more than your cat”, “you’ll think about it while eating other chocolate”, and even “you’d give up your gran for one”. Cadbury will also roll out a series of high impact DOOH sites, such as Waterloo Motion, that hero real tweets and playful social posts from loyal Aussie fans who have confessed their love of Caramilk to their followers, and are now tasked with the job of flying the flag in the UK.
Credits Other credits

Agency

EDITORIAL DIRECTOR: Aurel Pakula

BUSINESS DIRECTOR: Matt Smith

ACCOUNT DIRECTOR: Sophie Bowler

ACCOUNT MANAGER: Xanthe Fuller

PLANNING DIRECTOR: Gethin James

PLANNER: Lloyd Scott

INTEGRATED PROJECT DIRECTOR: Jon Dewart

HEAD OF INTEGRATED PRODUCTION: Ryan O’Kane

CX PROJECT DIRECTOR: Hazel Coleman

DIGITAL PRODUCERS: Melissa Arthur & Anthony Grace

HEAD OF DESIGN: Jordan Blood

DESIGN DIRECTORS: Phil Tee, Lee Bodell & Adam Edwards

DESIGNERS: Tegan Barnes and Francesca Ciafre

MOTION DESIGNERS: Ondrej Hanel, Ivan Huri, Sam Kim, Gregory Mills

SENIOR CREATIVE ARTWORKERS: Toby Kadir & Liam Leal

MONDELEZ ASSOCIATE DIRECTOR MARKETING CADBURY EQUITY: Colin O’Toole

MONDELEZ MARKETING DIRECTOR CONFECTIONARY UK&I: Benazir Barlet-Batada

MONDELEZ MARKETING MANAGER: Michael Moore

MONDELEZ BRAND MANAGER: Beatrice Berutti

MONDELEZ BRAND EXECUTIVE: Ellie Swales

MEDIA: Carat

PR: Golin

COMMUNITY MANAGEMENT: Elvis

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