IPA Effectiveness Awards 2008: Bronze Award - Cadbury's Biscuits


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.


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

Title: Oh Happy Day!: How advertising helped biscuits buyers discover a
new name in chocolate digestives
Client: Burton's Foods
Entrant: Bartle Bogle Hegarty
Author: Amanda Feve, BBH
Contributing authors: Karl Weaver, David Hartley, D2D
Media used: TV


Using a high-impact television execution increased awareness levels for Cadbury Milk Chocolate Digestives and generated payback of £2.59 per every £1 spent.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).