Cadbury extends ‘Cheer and a Half’ campaign to rugby via Ogilvy

Rugby fans are the latest to give a ‘Cheer and a Half’, as Cadbury strengthens its sponsorship of the Wallabies in a reworked campaign, originally created earlier this month for its Matildas partnership.

Created by Ogilvy, an unexpected moment of generosity between Wallabies half back Nic White and a young fan is the centrepiece of the new campaign.

As the primary sponsor of the Wallabies, Cadbury aims to help generate support for the team ahead of the Bledisloe Cup and Rugby World Cup mission in September.

Anthony Ho, brand equity and sponsorships director at Cadbury, said the new spot shows “even the most die-hard fans put generosity first”.

“We know when the Wallabies have support and Aussies cheering them on, they are much more likely to perform, so we wanted to produce a campaign to show they have Australia’s undying support, regardless of the scores at full-time,” he said.

“The result is a simple act of generosity brought to live in beautiful campaign; a fan sharing his ‘cheer and a half’ with his hero. After all, rugby is a team sport, something people come together for. Just like a block of chocolate.”

Ogilvy worked alongside production partner Good Oil on the spot, which will be rolling out nationally.

Ogilvy ECD, Hilary Badger, said: “This ad shows that the simple, generous act of exchanging a block of Cadbury can connect us, no matter our age or status.

“Generosity is a human value, so we’ve represented it in a real, observed way,” she concluded.


Creative agency: Ogilvy

Media agency: Wavemaker

Production company: Good Oil

Director: Curtis Hall

Producer: Chana McLallen

Executive producer: Simon Thomas

D.O.P.: Alex Serafini

Editor: Marty Gilchrist

Post production: Puffin Post

Production design: Brendan Norville (props buyer)

Sound: Squeak E. Clean Studios

Colourist – Matt Fezz


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