Cadbury Favourites chocolates are being sold as the way to to solve the age old dilemma of what to bring to a social get-together when the host says “don’t bring a thing.” The new “”What to Bring” televison commercial features an Australian family in the supermarket searching for the perfect offering. In a dream sequence, Dad first imagines arriving at the gathering with a ridiculously large croquembouche. Too difficult. They then struggle to keep a 30L jelly castle standing while making their grand entrance. Next, Dad envisages bringing the Chinese delicacy chicken feet – not quite the perfect item to share with everyone. With his imagination still running wild, he then appears with a whole side of lamb swung over his shoulder looking for a big enough BBQ. Mum finally comes to the rescue and brings along the winning selection, a box of Cadbury Favourites chocolates for all to share and enjoy.
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According to Carla Filia, Senior Brand Manager for Everyday Gifting Kraft Foods Australia/New Zealand, it’s a fun campaign that aims to position Cadbury Favourites chocolates firmly in the heart of happy get-togethers with family and friends. Filia says: “We can all relate to the anguish of being told not to bring a thing to a social get-together when of course, we all know that ‘don’t bring a thing’ really means, ‘don’t show up empty-handed’ “Cadbury Favourites chocolates are the ideal ‘take to share’ item – there is something for everyone, from your Cherry Ripe chocolate fans to your Turkish Delight lovers you’ve got everyone’s taste covered. The new campaign reinforces this product truth and also has some fun with the etiquette around casual social gatherings.”
The media plan encompasses television, online, radio and outdoor as well as roving billboards targeted at high traffic sporting events.
The What To Bring campaign was developed at George Patterson Y&R, Melbourne, by executive creative director Ben Coulson, creative directors Jim Ingram and Ben Couzens, agency producer Romanca Jasinski, group account director Michael Napolitano, account director Sally Kingi, working with Cadbury Favourites category head (gifting) Shaun Peverill, senior brand manager Carla Filia and assistant brand manager Maria Hadjis.
Media was handled at Carat by group business director Catherine Krantz and business manager Catherine Kealy.
Public Relations were managed at Liquid Ideas by account director Tegan Flanagan and senior account executive Louise Tran.