LONDON, UK — In a heartwarming nod to life’s everyday heroes, Cadbury, in collaboration with global creative agency VCCP, has rolled out its latest campaign, Made to Share. This ingenious take on the brand’s signature Dairy Milk line puts a fun twist on sharing chocolate, turning even the smallest acts of kindness into a celebration of connection.
Each limited edition pack, ideated by VCCP and designed by Bulletproof, suggests how the bar can be shared based on a familiar scenario: with “fair” ratios based on the relative generosity of each friend or family member. These scenarios make every bar a delightful way to say thank you to the unsung heroes within families and friendship groups. One bar brings to life the division of labor that makes up a successful roadtrip: half of the bar being portioned off for “who drove”, with a smaller section for “who navigated” and just a few blocks for the person “who slept” the entire way.
With 40 delicious chunks per bar, these redesigned packs transform the simple act of sharing into a lighthearted moment of appreciation. Whether it’s among family, friends, or colleagues, Cadbury’s latest creation is a sweet reminder that generosity is about more than dividing chocolate—it’s about celebrating the people who make life better, one thoughtful gesture at a time.
This joyful spirit flows seamlessly across the campaign’s digital, social, TV, and retail touchpoints. Out-of-home (OOH) placements have been strategically selected to match the scenarios showcased on the bars: airport posters salute the friend who booked the trip, while supermarket ads celebrate the sous-chef in your cooking crew.
Elise Burditt, Senior Director at Cadbury UK said: “Cadbury’s brand identity revolves around generosity and this campaign is an embodiment of that, celebrating the connections that bring us closer together. These redesigned bars are a fun and thoughtful way to recognize and celebrate the everyday acts of generosity that make life a little sweeter.”
Tom Lee & Alice Goodrich, Creatives at VCCP, added: “When we think of sharing, we tend to think of big events like family Christmases, birthdays, anniversaries. But in the relatively uneventful months at the start of a new year, we wanted to turn the focus to the smaller, more casual acts of generosity – the things we naturally do for each other everyday without thinking twice. So we redesigned Cadbury Dairy Milk bars to be shared amongst the people you care about, whether you’re housemates, colleagues or just a bunch of mates.”
Made To Share was brought to life by VCCP, with the help of global content production studio Girl&Bear. The VCCP Retail Experience team worked on the retail strategy and the development of retail media assets, and media was led by Publicis Media and PR and influencers led by Ogilvy and Elvis managing organic social, and pack design by Bulletproof.
CREDITS
Made To Share
Client: Mondelez
Senior Marketing Director: Elise Burditt
Marketing Manager: Michael Moore
Brand Manager: Maria Jackson
Brand Manager: Connor Gould
Advertising Agency: VCCP
Chief Creative Officers: Chris Birch & Jonny Parker
Creative Director: Zoë Stock
Creative Director: Angus Vine
Creative Team: Tom Lee & Alice Goodrich
Group Managing Director: David Boscawen
Managing Partner: Matt Smith
Senior Account Director: Kitty Burroughes
Account Director: Oliver Robinson
Senior Account Manager: Maddie Jones
Account Executive: Ilyria Remington
Planning Director: Andy Nicholls
Senior Planner: Charlotte O’Brien
Head of Retail Strategy: Stephen Renou
Agency TV Producer: Hannah Chitty
Agency Creative Producer: Patrick Smith & Michael Davies
Media Buying Agency: Publicis Media
Production Company: Girl & Bear
Director: Zak Razvi
Editor: Elena De Palma
Executive Producer: Charlotte Borrell
Producer: Hannah Chitty
Post-Production Company: Ten Three and Electric Theatre Collective
Post Producer: Tosin Lepe
Colorist: Jason Wallis
Audio Post-Production Company: King Lear
Sound Engineer: Dugal
Senior Post Producer: James Ketterer
Editor: Tom James
Sound Engineer: Emily Vizard
PR & Social: Ogilvy PR & Elvis
Packaging Design: Bulletproof
Designer: Rob Churcher
Artworker: Nick Normann, James Perry, Jana Hajkova
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