Cadbury Brunch has this week launched a tongue-in-cheek integrated brand campaign to let Britons know that they don’t need to compromise on taste when it comes to cereal and nut bars.
Developed in partnership with the Mondelez-owned brand’s agency of record VCCP, ‘But Actually Tasty’ lampoons traditional health food tropes – highlighting the rather boring nature of snack bars.
Showcasing the three key varieties of the Cadbury Brunch range; oat, nut and raisin, the campaign’s three hero films playfully subvert the category by acknowledging the uninspiring nature of each ingredient – but illustrate how when combined with chocolate, an exciting tasty treat can be created.
The campaign will be rolled out across broadcaster video-on-demand, digital out-of-home, YouTube, social media, radio and podcast sponsorships.
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“When it comes to snack bars, people want something tasty but expect something bland. Cadbury Brunch really delivers on taste, so it’s great that we get to celebrate it through this campaign,” Cadbury brand manager, Maria Jackson said.
With media planning and execution handled by Publicis Media, Elvis has been enlisted to support the campaign’s social media and CRM aspects.
VCCP creative director, Laura Muse added: “If we’re really being honest, none of us jump at the chance to scoff a handful of nuts or oats.
“But most healthy snack brands pretend like we all do. So we thought this stuff needed a reality check and an even healthier dose of Cadbury’s down-to-earth humour. Because we all perk up when we hear there’s chocolate involved.”
