Cadbury has launched an integrated Christmas campaign for its latest advent calendar, which celebrates “diverse holiday traditions”.
The work was created in partnership with agency of record VCCP London, with media led by Publicis Media, owned channels by Elvis, and PR and influencer content led by Ogilvy.
According to the chocolatier, the campaign aims to “make Cadbury a part of everyone’s Christmas countdown”. The campaign will consist of 24 out-of-home executions, representing the 24 days leading up to Christmas.
VCCP added that it wanted to capture the general public’s traditions, with each execution representing a real-life moment.
These moments include placing the final bauble on the Christmas tree, gathering around a Christmas dinner and playing charades.
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Cadbury brand manager, Nicole Partridge said: “This year, we wanted to celebrate the unique heart-warming and funny moments that people across the UK look forward to each Christmas and highlight counting down to these with a Cadbury advent calendar.
“Counting down can be as exciting as Christmas day itself with so many moments of connection and fun to look forward to. This campaign is all about making those beloved Christmas memories even more special with a little piece of Cadbury each day!”
The campaign will run across out of home, social media and YouTube until 30th November across the UK and Ireland.
VCCP London creative director, Frances Leach added: “Playing Pie Face after Christmas dinner, for me, is the best bit of Christmas. When else can I legitimately deliver a face full of spray cream to a family member?
“Our new Cadbury Advent Calendar campaign acknowledges that the ‘thing’ we are counting down to is often deeply personal. So, we created 24 unique executions, one for each day of advent, celebrating the public’s favourite Christmas moments using real family photos.”
