Cadburys Biscuits (2008)
Campaign: Oh Happy Day: How advertising helped biscuits buyers discover a new name in chocolate digestives
Brand: Cadbury's Biscuits
Client: Burton's Foods
Agencies: Bartle Bogle Hegarty
Authors: Amanda Feve, Bartle Bogle Hegarty
This paper demonstrates how advertising announcing the arrival of a new name in chocolate digestives, made Cadbury the fastest-growing chocolate biscuit brand. It is also a stark reminder of the power of focus and simplicity. By using one high-impact television execution - ‘Thank You’ - strong awareness levels for Cadbury Milk Chocolate Digestives were achieved, which also subsequently unlocked sales growth across the entire Cadbury Biscuits range. This small budget awareness campaign delivered big-budget results. It improved perceptions of product quality and taste, delivered higher penetration and loyalty, and generated payback of £2.59 per £1 spent.
Judge's Comments:
Being such a long way behind their competitors in the biscuit market, Cadbury Biscuits was faced with a monumental task. This case study demonstrates how focusing directly on their target market and using a simple and direct TV execution delivered effective results on a small budget.
Andy Gilson, Marketing Director, General Motors.