Summary

This paper demonstrates how the advertising announcing the arrival of a new name in chocolate digestives helped make Cadbury the fastest-growing chocolate biscuit brand. It is also a stark reminder of the power of focus and simplicity. With one high-impact TV ad – ‘Thank you’ – strong awareness levels for Cadbury Milk Chocolate Digestives were achieved, helping to subsequently unlock 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 comment

Being such a long way behind their competitors in the biscuit market, Cadbury Biscuits were faced with a monumental task. This case study demonstrates how focusing directly on the target market and using a simple and direct TV execution delivered effective results on a small budget.

Andy Gilson, marketing director, General Motors