Cadbury fights back from salmonella scare with £5m push

LONDON - Cadbury Schweppes is to unveil a £5m advertising campaign for Dairy Milk in an attempt to win back the public following the contamination of its chocolate with salmonella.

Cadbury discovered salmonella at its Marlbrook plant in Herefordshire in January, but did not inform the Food Standards Agency until June, when it was ordered to recall 1m products.

The food giant was then forced to pull its sponsorship of ITV's 'Coronation Street', which is worth £10m a year to ITV1, and put its advertising plans on hold.

This week, Todd Stitzer, chief executive of Cadbury Schweppes, will announce the plans for the campaign. In addition to the TV and press campaigns, Cadbury is expected to resume its sponsorship of 'Coronation Street' shortly.

However, Stitzer is expected to say that it is too early to provide sales figures and will point out how the hot weather has also had an effect on sales.

The cost of the contamination has risen to around £20m, a sharp increase from the original estimate of £5m.

Cadbury said earlier this month that it will go ahead with new-product development, despite the recall. A campaign supporting the launch of a dark-chocolate Flake will be going ahead as scheduled at the end of the summer.

Cadbury's latest ad campaign for Dairy Milk, created by Publicis, featured a love story set to Dusty Springfield classic, 'Take Another Little Piece of My Heart'. The "First taste, first love" campaign broke in March.

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