Dairy Milk of human kindness

MONDELEZ has launched a new £12m campaign for Cadbury, celebrating acts of kindess in a way that highlights its most famous chocolate, Dairy Milk.

The campaign opens with a TV ad telling the story of a young girl who enters a corner shop wanting to buy a bar of Cadbury Dairy Milk for her mum’s birthday and tries to pay in knick knacks –which the shopkeeper kindly accepts.

Benazir Barlet-Batada, brand equity lead for Cadbury, said: “In today’s world it’s easy to overlook those small moments of authentic human generosity, but actually they are happening all around us. We want to shine a light on these genuine acts of kindness and true moments of human connection that are occurring every day.”

The new campaign will be further underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year.