But Actually Tasty 3

Cadbury shows Brunch Bars don't have to be beige and boring

The campaign has been created by VCCP and its global content and production studio Girl&Bear

By Creative Salon

Cadbury Brunch is launching an integrated campaign, But Actually Tasty. With the help of global agency of record, VCCP and its global content and production studio, Girl&Bear, the campaign has been created to communicate to Brits that they don't have to sacrifice taste when buying cereal and nut bars.

When it comes to the snack bar category, most people don’t expect much. They’re used to oat and nut bars looking a bit beige, sounding a bit beige, and - most importantly - tasting a bit beige. However, Cadbury Brunch bars are unabashedly tasty.

This subversion of category expectations inspired the new creative platform, But Actually Tasty which focuses on the fact that Cadbury Brunch takes the good but slightly unexciting hero ingredients, like oats and nuts, and makes them actually tasty through the addition of Cadbury chocolate.

Three 20” films have been created which all focus on a different hero ingredient for each bar - Oat, Nut & Raisin. The ingredient fills the screen and it slowly falls through the air. A slightly bemused voiceover by actor Sunil Patel reacts to this falling ingredient and questions who actually likes it. The ingredient then falls into a pool of delicious Cadbury chocolate and transforms into a Cadbury Brunch bar that pops into view. The voice over then responds to this enthusiastically. It ends with writing saying Cadbury Brunch. Humor Nuts, but actually tasty.

Social and DOOH executions follow a similar format. The creative is dominated by a hero ingredient - an absolutely massive oat, nut or raisin - and copy outlining a well-worn association or belief about the healthy qualities of that ingredient. A Cadbury Brunch bar then replaces the ingredient accompanied by the line But Actually Tasty. Cadbury Brunch.

This campaign is also being brought to life in audio through radio assets and a podcast sponsorship. Cadbury is working with the Off Menu podcast, presented by comedians Ed Gamble and James Acaster, and Sh*gged, Married, Annoyed by Rosie & Chris Ramsey. They will dissect the difference between a handful of oats or nuts on their own and a handful of oats or nuts with a layer of Cadbury chocolate.

Maria Jackson, Brand Manager at Cadbury said: “When it comes to snack bars, people want something tasty but expect something bland. Cadbury Brunch delivers on taste, so it’s great that we celebrate it through this campaign.”

Laura Muse, Creative Director at VCCP added: “If we're really being honest, none of us jump at the chance to scoff a handful of nuts or oats. But most healthy snack brands pretend like we all do. So we thought this stuff needed a reality check and an even healthier dose of Cadbury's down-to-earth humour. Because we all perk up when we hear there's chocolate involved.”

The campaign will launch from today on BVOD DOOH, OOH, Youtube, social, radio and podcast. It is being supported by a consumer PR and influencer campaign run by Tin Man. Media has been planned and executed by Publicis Media and Elvis is supporting social and CRM.

Credits

CAMPAIGN TITLE: But Actually Tasty

CLIENT: Cadbury, Mondelez

MARKETING DIRECTOR: Elise Burditt

MARKETING MANAGER: Declan Duggan

BRAND MANAGER: Maria Jackson

JUNIOR BRAND MANAGER: Ella Jonas

ADVERTISING AGENCY: VCCP

EXECUTIVE CREATIVE DIRECTORS: Chris Birch & Jonathan Parker

CREATIVE DIRECTOR: Laura Muse

CREATIVES: Tom Lee & Vicky David

MANAGING PARTNER: Matt Smith

BUSINESS DIRECTOR: Charlie Griffith

ACCOUNT DIRECTOR: Will Hazelton

ACCOUNT EXECUTIVE: Lara Tarabey

PLANNING DIRECTOR: Andy Nicholls

PLANNER: Xanthe Fuller

SENIOR CREATIVE PRODUCER: David Vass

DESIGN DIRECTOR: Adam Edwards

SENIOR DESIGNER: Matt Montgomery-Taylor

STUDIO MANAGERS: James Perry & Sam Weight

RESOURCE COORDINATOR: Yasmine Moridi

PRODUCTION COMPANY: Girl&Bear

DIRECTOR: Eros Vlahos

EXECUTIVE PRODUCER: Ed Rosie

PRODUCER: Rory Calder

POST PRODUCER: Heather Mooney

EDITING COMPANY: Stitch

AUDIO POST-PRODUCTION COMPANY: Jungle Studios

ARTIST MANAGEMENT COMPANY: Swerve

PHOTOGRAPHER: Nancy-Anne

DIGITAL AGENCY: Bernadette

DIGITAL DESIGN DIRECTOR: Gilles Bestley

SENIOR MOTION DESIGNER: Martin Pavlica

SENIOR DIGITAL PRODUCER: Luke Dougherty

MEDIA BUYING AGENCY: Publicis Media

PLANNING MANAGER: Joe Wood

PUBLISHING & AUDIO ACCOUNT DIRECTOR: Kerry Edwards

SOCIAL AGENCY: Elvis Communication

ACCOUNT EXECUTIVE: Anna-Laura Banjo

SENIOR ACCOUNT DIRECTOR: Ellie Hicklin

ACCOUNT DIRECTOR: Robyn Lyness

PR AGENCY: Tin Man

FOUNDER: Mandy Sharp

PARTNER: Natalie Neave

PRACTICE DIRECTOR: Leanne Bertolone

SENIOR ACCOUNT DIRECTOR: Amelia Higson

CREATIVE DIRECTOR: Paul Valentine

CREATIVE: Charla Maclean

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