Cadbury has celebrated “everyday acts of kindness” in its latest campaign.

‘Made to Share’, devised by creative agency VCCP, is part of the chocolatier’s ‘Generosity’ brand platform.

The campaign showcases the brand’s limited edition Cadbury Dairy Milk bars that pay tribute to “small meaningful gestures that often go unnoticed”.

The limited packs, ideated by VCCP and designed by Bulletproof, divide the chocolate bars into sections depending on the division of labour.

One bar is divided so the person who drove received the largest share, the person who navigated received a smaller section and the person who slept the entire way received a few blocks.

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Cadbury senior director Elise Burditt said: “Cadbury’s brand identity revolves around generosity and this campaign is an embodiment of that, celebrating the connections that bring us closer together. These redesigned bars are a fun and thoughtful way to recognise and celebrate the everyday acts of generosity that make life a little sweeter.”

The campaign will run across video-on-demand, social media, YouTube and out-of-home.

Tom Lee and Alice Goodrich, creatives at VCCP, added: “When we think of sharing, we tend to think of big events like family Christmases, birthdays, anniversaries. But in the relatively uneventful months at the start of a new year, we wanted to turn the focus to the smaller, more casual acts of generosity – the things we naturally do for each other everyday without thinking twice. So we redesigned Cadbury Dairy Milk bars to be shared amongst the people you care about, whether you’re housemates, colleagues or just a bunch of mates.”

Media was led by Publicis Media and PR and influencers were led by Ogilvy. Organic social was managed by Elvis.