Cadbury Continues Efforts to Widen Target Audience with Major Campaign

Last night (16 April) saw the unveiling of Cadbury's £4.5m advertising campaign to promote its new Dairy Milk Oat Crunch product.

The advertising push features a 30-second TV spot that was created by Fallon London. Supporting marketing in the form of outdoor, digital, experiential and PR activities will be carried out by agencies Elvis, Fallon, Elvis and PHD.

The advert aims to encourage consumers to enjoy a mid-morning snack at 11am, with two cafeteria ladies playing a pair of spoons to the sound of 2 Unlimited Get Ready for This.

This latest ad promotion follows a similar mid-morning snack positioning developed by Cadbury last year - the brand continues to make efforts to widen its target audience by steering away from pure chocolate products.

Marketing Activation Director at Cadbury's parent company Mondelez International, Matthew Williams, commented: "A perfect addition to the Cadbury Dairy Milk portfolio, the Cadbury Dairy Milk Oat Crunch is a brand new product which lets someone have a taste of their favourite chocolate during the mid-morning break. The new advert is all about showing the joyful side of the mid-morning break before settling back into the daily routine."

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