Cadbury has launched a marketing campaign for its Favourites line in Australia, aimed at encouraging the product’s gift status.
The new “What to bring when you’re told not to bring a thing” TV commercial features an Australian family searching for the a gift when faced with a host who says they do not want anything. In a dream sequence, family members struggle with inappropriate gifts, including a ridiculously large croquembouch, a 30 litre jelly castle, a plate of chicken feet or a whole side of lamb.
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According to Carla Filia, senior brand manager for everyday gifting at Kraft Foods Australia/New Zealand, the campaign aims to position Cadbury Favourites chocolates “firmly in the heart of happy get togethers with family and friends.”
“We can all relate to the anguish of being told not to bring a thing to a social get-together when of course, we all know that ‘don’t bring a thing’ really means, ‘don’t show up empty-handed’,” said Filia.
“Cadbury Favourites chocolates are the ideal ‘take to share’ item – there is something for everyone, from your Cherry Ripe chocolate fans to your Turkish Delight lovers you’ve got everyone’s taste covered. The new campaign reinforces this product truth and also has some fun with the etiquette around casual social gatherings.”
The advertising campaign will encompass television, online, radio and outdoor as well as roving billboards targeted at high traffic sporting events.
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By GlobalDataAustralian Food News is Australia’s leading resource for the food industry, delivering daily news from the grocery, retail and hospitality sectors to 40,000 professionals each month.
http://www.ausfoodnews.com.au/
