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

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

CADBURY'S BISCUITS
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

IN A NUTSHELL

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