Cadbury Joyville rolls out another ‘Marvellous Creation’ in Woolworths tie-up

Cadbury Dairy Milk has launched the next stage of its Joyville advertising campaign – with the unusual move of the ad featuring co-branding for retailer Woolworths.

The Joyville campaign, created by Saatchi & Saatchi, has launched a new banana candy, peanut drops and choc biscuit Marvelous Creations bar, which will be available exclusively at Woolworths stores from tomorrow. The ad will also be supported with PR, outdoor, point of sale and digital advertising.

Consumers will be invited to vote on whether the new Marvellous Creations should stay on shelves or not by going to the Joyville website.

The TV commercial which supports the campaign opens with the ‘Joymobile’  driving down a winding country road before the driver hits a purple button on the dashboard and a box slides out the back door and is left behind on the road.

A Woolworths truck pulls up and the driver hops out to investigate and open the package. The final frame unveils the new Cadbury Dairy Milk Marvellous Creations Banana Candy, Peanut Drops and Choc Biscuit against a purple backdrop.

The digital element of the ‘vote to keep me’ campaign are done by Visual Jazz Isobar takes users on a  journey via a quirky Joyville Facebook game.

Ben Wicks, General Manager Marketing Chocolate for Cadbury Dairy Milk, said he is excited by the new campaign.

“We are proud to be working with Woolworths on a market-leading campaign that creatively weaves the Joyville story with the Woolworths fresh food people messaging to deliver a TVC and 360 degree campaign that is quirky, playful and unique,” said Wicks.

“We are confident our customers will absolutely love this new Marvellous Creations product and vote to keep it as part of the range permanently,” he said.

Campaign credits:

  • Production/Post Production: The Feds
  • Creative: Saatchi & Saatchi
  • Executive Creative Director: Damon Stapleton
  • Creative Director: Matt Gilmour
  • Digital: Visual Jazz Isobar
  • Media: Carat
  • In-store/POS: Oxygen
  • PR: Royce Communications
  • Art Director: Wassim Kanaan
  • Copy Writer: Jon Burden
  • Group Account Director: Catherine Harris
  • Senior Business Director: Brent Kerby
  • Account Director: Celia Wallace
  • Producer: Claire Colohan

Nic Christensen


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