Chocolate brand builds support for UK dementia charity
UK chocolate giant Cadbury has unveiled its latest marketing campaign for Dairy Milk chocolate, aiming to inspire acts of kindness and giving between consumers.
The new campaign makes up part of Cadbury’s ‘Generosity’ brand platform and looks to highlight how gifting chocolate to one another can serve as a powerful gesture of kindness and connection between people.
To do so, a new TV campaign has debuted its film ‘Memory’, which tells the story between a daughter and father as she gifts him a bar of Cadbury Wholenut chocolate. Her father, who is living with dementia, smiles at the chocolate and recognises it as a gift from the daughter and proceeds to tell her how much the ritual means to him as, in the moment, the father doesn’t recognise her.
Mondelēz International, the parent company behind the Cadbury brand, said the new campaign will reaffirm its commitment to telling more inclusive stories, with human truths that are representative of the nation. To ensure a faithful story, Cadbury said it consulted with dementia specialists throughout its production.
Further reaffirming the brand’s commitment, Cadbury has extended its partnership with Alzheimer’s Research UK into 2025 and support the charity’s mission to find a cure for dementia.
Elise Burditt, senior marketing director at Cadbury, said: “At Cadbury, we believe that generosity has the power to bring people closer together.
“‘Memory’ illustrates how even a small gesture, like gifting a bar of chocolate, can hold deep meaning and connect us in unexpected ways. We’re incredibly proud to continue to work with Alzheimer’s Research UK to support their vitally important work.”
Hilary Evans-Newton, chief executive at Alzheimer’s Research UK, said: “We welcome this new ad from our partner, Cadbury, that tells a heartwarming story, featuring a father with dementia.
“With almost one million people living with dementia in the UK alone, it is great to see an iconic national brand representing people with dementia in such a sensitive and respectful way. We want to thank Cadbury for continuing to stand with Alzheimer’s Research UK for a cure.”
