Mondelēz: Cadbury Dairy Milk Donate Your Words campaign

Category: Creative Effectiveness; Entrant: VCCP

Cadbury Donate Your Words

For this campaign, first launched in September 2019, Cadbury wanted to inspire the public to talk to their older neighbours. In the UK, research shows that 225,000 older people often go a whole week without speaking to anyone.

The brand partnered with the charity Age UK on a campaign asking the public to ‘donate’ their words to others. To highlight the message in its packaging and marketing, Cadbury removed the words from the front of its distinctive purple and white Dairy Milk packaging, while the pack’s reverse explained how the public could join in with the project.

The bar’s launch was supported by a TV and print campaign, plus online documentary films about the effects of loneliness. Social activity also encouraged posts of support from the public. One million bars of Cadbury Dairy Milk were released without words, and 30p from each bar sold was donated to Age UK.

Cadbury continued its message in a new 90-second spot, released in May 2020, driving home the message that the neighbourly care established during lockdown didn’t have to end.

While also raising money for Age UK, the campaign is an example of how brand purpose can also lead to commercial success. It saw the brand reverse four years of penetration decline for Cadbury Dairy Milk, and sent it to its highest ever recorded penetration level at 74.6%. Sales grew significantly ahead of category, having lagged behind in previous years.

Agency: VCCP
Chief Creative Officer: Darren Bailes
Executive Creative Directors: Jonny Parker, Chris Birch Associate
Creative Director: Rob Ellis, Peter Reid Group
Managing Director: David Boscawen
Business Director: Matt Smith
Senior Account Director: Gen Hole
Account Manager: Florence Wong, Matt Reed
Group Planning Director: Sophie Kerbegian
Planning Director: Shannon Singh
Senior Planner: Hannah Martin
Integrated Project Director: Jon Dewart
Senior Creative Producer: Romana Kit