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.


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