Cadbury has reworked one of its best-known adverts, Mum’s Birthday, to celebrate its 200th birthday.

The original advert was launched by the FMCG giant in 2018 and featured a young girl buying a bar of Cadbury Dairy Milk for her hardworking mum on her birthday, paying for it with novelty trinkets like a plastic ring and unicorn toy- which was kindly accepted by the shopkeeper.

However, the new rework ad focuses on the same story and the three main characters throughout the ages. It begins in the 1824 scene and ends with the 2018 version that aired at the time.

The original advert’s cast and director, Frederic Planchon, return for the rework, which was developed by Girl&Bear and features a set of crowdsourced social and OOH ads.

This content features real photographs submitted by the British public showcasing the different ways that Cadbury chocolates have featured in their lives.

Cadbury Senior Marketing Director Elise Burditt said: “This is a very special moment for us. It’s not every day that you have the opportunity to celebrate a 200th anniversary! But for us, this is so much more than that – it’s celebrating 200 years of being part of the lives of the British public and recognising that we wouldn’t be here today without them.

“We want to demonstrate that the values upon which Cadbury was founded in Birmingham 200 years ago still ring true today with people, and with a generous spirit at the heart of everything we do.”

VCCP London Executive Creative Directors Chris Birch and Jonny Parker added: “Crikey. 200 years old. That only happens when you have the relationship with the British public that Cadbury has.

“This work celebrates every Christmas morning Selection Box, every school trouser pocket Curly Wurly, every drippy Flake 99, every Dairy Milk on the sofa and everyone in Britain who’s gleefully munched them down since 1824. Happy Birthday, Cadbury.”

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Working with UK China manufacturers Duchess China and agencies Carat and Elvis, Cadbury will be selling limited-edition Golden Goobilee commemorative plates on Depop to celebrate Creme Egg’s 50^th anniversary. All plates, which will be sequentially priced from £1 up to £50, will go on sale from 26 March, with all proceeds being donated to The Trussell Trust.

To back the launch, Cadbury has partnered with Carat, LadBible, and Twitter to leverage takeovers, videos, and editorial coverage across LadBible and a heart to remind feature on Twitter. Meanwhile, working with Elvis, the chocolate giant has created a social ad where plates are literally ‘dropped’. Cadbury is also lining up influencer activity.

The 50^th birthday celebrations began for Creme Egg back in January and has seen the brand release a 60-second film celebrating 50 years of ‘EATertainment’, an activation starring Gary Barlow, and a Creme Egg-inspired beer with Goose Island Brewery.

“Cadbury Creme Egg has been loved by the nation for five delicious decades, so we’re excited to launch our limited edition china plates, available to purchase now, for our fans to commemorate the momentous occasion in our final installment of EATertainment this season,” said Imogen Davis, Brand Executive at Cadbury owner Mondel?z.

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The confectionary giant has lined up legends from Premier League big boys Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur to front the campaign. Former players include Ian Wright, Petr Cech, Gary Neville, Robbie Fowler, Micah Richards, and Rafael van der Vaart.

The campaign, developed in partnership with creative agency Elvis, features national social content starring Ian Wright, which sees the viewer finding Wright’s shirt in their Cadbury pack before popping up in Wright’s living room – to the surprise of the Arsenal legend. Alongside Wright’s ad, there will be club-specific social content featuring the other legends, as well as several radio ads.

“We’re delighted to bring our popular Find a Legend, Win a Legend promotion back for 2021, partnering with the nation’s top football clubs to offer some amazing prizes,” said Pippa Rodgers, Brand Manager at Cadbury’s parent company, Mondelez International. “We wanted to offer a fresh take on Legends while retaining strategic consistency. It’s a simple and flexible campaign which we hope will drive even more participation and engagement than in previous years.”

The Find a Legend, Win a Legend promotion invites consumers to buy promotional Cadbury bars. If their pack has a legend’s shirt inside it, they win an experience with that legend. If there isn’t a shirt, they can enter their barcode online at legends.caduryfc.com and find out if they have won a £5/€5 or £10/€10 club shop voucher, or a personalised message from one the legends featured in the campaign – which is now in its fourth year.

Last year, Cadbury worked with the same group of football clubs, as well as some fans, to tap into the ‘pass it on’ social video trend for its ‘Match & Win’ campaign.

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The campaign, developed in partnership with creative agency Elvis, features players from Arsenal, Chelsea, Liverpool, Manchester City, Manchester United, and Tottenham Hotspur, as well as a cast of fans, passing Cadbury products and kicking balls to each other in a video medleys. Players featured include Harry Kane, Cesar Azpilicueta, Roberto Firmino, and more.

“As it enters its fourth year, Match & Win is launching with an even more exciting twist: partnering with some of the nation’s favourite football clubs,” said Radhika Pai, Brand Manager at Cadbury. “Working with Elvis, we have harnessed our new clubs partnership to create a standout campaign which should hopefully grab consumers’ attention and get them excited about the promotion.”

All of the video clips featured in the campaign were self-shot by the players and fans due to COVID-19, and the videos are tailored toward each individual club. The campaign will run across social, out-of-home, radio, on-pack, and instore channels.

The Match & Win promotion gives consumers the chance to win prizes from their clubs, including VIP tickets, standard matchday tickets, and online shop vouchers.

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From tomorrow (13 February), Londoners will be able to buy chocolate bars and collection boxes from Love Cocoa via the Deliveroo app. These chocolate treats will then by delivered by one of Deliveroo’s cyclists or bikers to the customer’s location in ‘around 20 minutes’.

“We want to take the stress out of Valentine’s shopping, and moving forward provide a service to anyone with a craving or looking for a last minute chocolate gift,” said James Cadbury, founder of Love Cocoa. “Popping down to your local newsagent to pick up a bar of chocolate will soon be a thing of the past for Londoners. So, if you wake up one morning, or you’re sitting at your desk and feeling peckish, fear not, chocolate is only a tap away.”

In addition to the partnership, Love Cocoa will be handing out bars of chocolate at ‘London’s most romantic spots’ at 1pm tomorrow. These spots will be Borough Market, South Bank, St Pauls, and Notting Hill.

Love Cocoa already delivers chocolate through letterboxes across the UK via online orders and subscription boxes, while bars are also stocked at places like Fortnum & Mason and Planet Organic.

The partnership is Deliveroo’s second chocolate-based link up in the last week, after it teamed up with Cadbury Creme Egg to deliver ‘gooey’ Creme Egg recipes direct to people’s doors.

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Created by creative agency Elvis, the service has been dubbed ‘Delivergoo’ and will run through Deliveroo Editions. It will be available across the UK in London, Leeds, Birmingham, and Brighton from the 8 to 14 February between 1pm and 5pm. Customers can pay £6 to get their hands on the recipes that were previously only available at Creme Egg Camp in London’s Shoreditch.

The Creme Egg delivery features two recipes, each made to share between two people. These include the ‘Fire-pit toastie’, which is Creme Egg inside of toasted bread, and the ‘Forest-top fongoo’, which gives customers the chance to dip breadsticks and strawberries into melted Creme Eggs.

“We’re so egg-cited for the launch of Delivergoo – working with Deliveroo Editions in select cities to deliver our deliciously gooey dishes directly to our Cadbury Creme Egg fans for the first time,” said Aislinn Campbell, brand manager for Cadbury Creme Egg. “We can’t wait to hear what Creme Egg lovers in London, Birmingham, Leeds and Brighton think of these camp-fire inspired treats.”

The Creme Egg Camp, open by Cadbury last month, will remain open until the 18 February in Old Street, London.

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