London, 22nd March 2024: Froneri has today launched a new integrated campaign for Cadbury Ice Cream – claiming the delicious frozen treats are ‘Guaranteed not to last’. The campaign was created by Cadbury’s global agency of record VCCP London.
Taking a bold strategy, the campaign steers clear of category conventions which usually showcase mouth-watering product shots in overly stylised worlds. Instead, it’s the lack of Cadbury product that helps to bring to life a common family scenario – wanting an ice cream, reaching for the box, only to discover it’s empty… and has been put back in the freezer.
The humourous and relatable 20” spot ‘Mum & Son’ shows a son’s disappointment upon discovering an empty Cadbury Ice Cream tub in the freezer. Without a second thought, he puts it back in the freezer for its next unsuspecting victim.
In the second 20” spot, we see a Dad discover an empty ice cream box in the freezer – as his not so innocent children avoid his gaze by focussing incredibly hard on their homework.
VCCP’s global content creation studio Girl&Bear collaborated with award-winning director Lucy Bridger to breathe life into these familiar snapshots of family life, casting real families to capture the essence of these relatable moments that Cadbury is renowned for.
Additionally, the campaign features bold outdoor and social ads, working closely with the7stars on media planning and buying. These activations across D/OOH and social first appear to be standard product shots of delicious Cadbury ice cream before a hand comes in to steal them from view. Media planning has been phased with upweights around bank holidays and across the summer to align with key family moments.
Charlotte Hambling, Global Marketing Manager at Froneri, said: “ We believe this new Cadbury campaign will have real cut through in the ice cream category. It’s rich in emotion and taps into such a powerful human truth. Casting real families brought additional warmth and authenticity and will resonate strongly with our family audience. The ad also plays to the relatable, slice of life scenarios that we have come to love from Cadbury… this ice cream is guaranteed not to last in any household!“
Daniel Glover-James and Elias Torres, Creative Directors at VCCP London said: “We’ve all been there, looking forward to a Cadbury Ice Cream, heading to the freezer, opening the box… and it’s empty! Someone has got there first, and they’ve even put the empty box back in the freezer! We wanted to share that frustration, to let people know we feel their pain, but with ice cream this good it won’t be in the freezer long.“
The campaign will run in the UK & ROI across TVC, VOD, Social, YouTube, Outdoor and Digital display with media planning and buying by the7stars
CAMPAIGN CREDITS
CAMPAIGN TITLE: Cadbury Ice Cream – Guaranteed not to last
CLIENT: Froneri
GLOBAL MARKETING MANAGER: Charlotte Hambling
UK BRAND MANAGER: Shreen Nobbel
ADVERTISING AGENCY: VCCP
EXECUTIVE CREATIVE DIRECTORS: Chris Birch & Jonny Parker
ASSOCIATE CREATIVE DIRECTORS: Daniel Glover-James & Elias Torres
CREATIVES: Sarah Lisgo & Agatha O’Neill
MANAGING PARTNER: Matt Smith
BUSINESS DIRECTOR: Charlie Griffith
ACCOUNT DIRECTOR: Oli Robinson
SENIOR ACCOUNT MANAGER: Fiona Hanna
PLANNING DIRECTOR: Ollie Gilmore
PLANNER: Xanthe Fuller
AGENCY TV PRODUCER: Rory Calder
AGENCY CREATIVE PRODUCER: Gaynor Goldring
PRODUCTION COMPANY: Girl&Bear
DIRECTOR: Lucy Bridger
DOP: Ailsa Aikoa
EXECUTIVE PRODUCER: Francesca Best
PRODUCER: Rory Calder
PRODUCTION MANAGER: Lisa Apsey
PRODUCTION ASSISTANT: Angie Gill
OFFLINE POST-PRODUCTION COMPANY: The Assembly Rooms
OFFLINE POST PRODUCER: Daniel Breheny
OFFLINE EDITOR: Jack Williams
COLOURIST: Jonny Tully @ CHEAT
AUDIO POST-PRODUCTION COMPANY: Wave Studios
SOUND ENGINEER: Harry Butcher
ONLINE POST-PRODUCTION COMPANY: Girl & Bear
ONLINE POST PRODUCER: James Ketterer
ONLINE EDITOR: David Fayinka
G&B SOCIAL EDITS PRODUCER: Agne Acute
SOCIAL EDITORS: Ashley Sykes/Tom James
DESIGNER: Tom Widdrington
ARTLAB MANAGER: James Perry
SENIOR CREATIVE ARTWORKER:Toby Kadir
PHOTOGRAPHER: Sara Morris
MEDIA BUYING AGENCY: the7stars
MEDIA PLANNERS: Emily Lewis & Alastair Beardmore
MEDIA STRATEGY: Lashantay Richards