GGT has unveiled its debut work for Cadbury’s Dairy Milk after winning
the account when Bartle Bogle Hegarty resigned the business last
Dairy Milk has spent little on advertising since its split with BBH last
year, and the new campaign centres on a national tactical bus-side
blitz. This will publicise the fact that the Cadbury’s Dairy Milk 200
gram bar is 25 per cent larger for the same price.
The campaign introduces a new character, Edna, a real pensioner from
Lichfield, who finds the new bar too big to finish, saying: ‘It’s so big
- I couldn’t even finish mine.’ Edna is helped out by her real grandson,
Brett, who admits: ‘I ate the bit my Gran couldn’t finish.’
Another of the four executions shows a real-life newsagent, called Gez,
saying: ‘A woman from Lichfield couldn’t even finish it.’
The idea behind the pounds 300,000 campaign, which was created by Andy
Lockley and James Gillham at GGT, was to create a bus-side saga, with
the four posters interacting at the same time.
It moves on from BBH’s work, which portrayed the secret moments as
chocoholics dealt with the temptation of a bar of Dairy Milk.
Media for the campaign, which breaks at the beginning of June, is being
handled by TMD Carat.