Cadbury Catch Up campaign encourages families to talk
A new campaign for Cadbury’s Dairy Milk aims to position the brand as the product to help families reconnect.
The $2m media budget campaign – created by Saatchi & Saatchi – includes the breakthrough moment when a husband turns off the footy to talk to his wife, and when a son takes out his headphones to talk to his mum.
The six week campaign spans TV, radio, print, outdoor, online and cinema and backs in-store activity.
The Cadbury Catch Up – created by ISS Marketing – which will see 100,000 blocks of Dairy Milk to be won by Australians who nominate a household to send a 200g block to. Cadbury will then post the chocolate with a personalised note inviting them to have a catch up.
Kirstin Stapleberg, marketing manager of Cadbury Dairy Milk, said: “We believe this is such a powerful campaign because it speaks to a very real human truth – that despite the hectic nature of family life these days Australians do want to spend more quality time together.”
PR for the campaign is being handled by Liquid Ideas.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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They are in the same room together?
I like my chocolate solitary
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The second one, if you have kids, elicits a belly laugh… job well done.
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Tim, the video is marked as private. Can you please update?
Cheers.
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Apologies, Mich – this was a link provided by the brand. I’m not immediately able to source an alternative, but will look into it.
Cheers,
Tim – Mumbrella
Thanks for that.
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