To communicate Cadbury’s 200th anniversary was no mean feat. Rooted in British culture for generations, Cadbury is thought of as a national treasure that belongs to the public. What better way to demonstrate being ‘Yours for 200 years’ than to hero the very people who have made the brand what it is today. We were tasked with creating an out of home campaign that celebrated this special relationship with the public over generations.

Cadbury has a special connection with the British public. Its products have been in life moments big and small for generations. So to celebrate, on Cadbury’s 200th anniversary, we asked the nation to search their attics, wardrobes and garages for old photos that featured Cadbury products. The response was remarkable. Thousands of photographs were sent in from all across Britain. Some were slightly blurred. Some featured other brands. Some barely showed the product at all. But they were all undeniably real. They were all perfect.

To ensure that ‘Yours For 200 Years’ wasn’t just another brand birthday story. We focused on making it a cultural one that needed to live, breathe and last in the real world. In order to do this we developed a set of media principles that guided everything we did.

The ‘Shot by Britain’ campaign is the embodiment of connecting people to the Cadbury story and each other. 200 Years is a shared history and we wanted it told by handing the story back to the Public and asking them to share their Cadbury specific memories.

To do this we had to use channels that overindexed for all age groups and could allow us to encourage and optimise toward engagement to drive submission. Our target audience was a broad 18-55+ audience to drive brand reach and awareness as we looked to showcase nostalgic and impactful photos of Cadbury over generations.

The ‘Shot by Britain’ campaign had a reach of over 36 million with 214,224,582 impacts. This led to a total coverage of 66.87% with a frequency of 5.94. Our target audience was a broad 18+ audience to drive brand reach and awareness nationwide.

Focused on broad reach, across a multi-channel national campaign in OOH we drove mass awareness. We used high impact formats along with reach-driving activity to ensure Cadbury was unmissable across the UK.

Our creative demonstrated a brand that was truly ‘fabric of the nation’ which we wanted to be reflected in our media strategy. OOH and Social were used to encourage the public to share photos, while also using reach-driving visual mediums to make the nostalgia for Cadbury unmissable.

It received 141 pieces of press coverage with a total estimated editorial reach of 11,028,816. Since the campaign went live, in terms of commercial results so far, Cadbury has seen increases in value and volume share. Value has increased by 17.7% YoY and Volume by +4.3% YoY.

In research we found that the public loved the realness and familiarity of using real life moments between the brand and the public. A campaign that felt authentic, genuine and distinct but with super high brand recall of 91%. Remarkable for a brand campaign featuring no Cadbury purple and using images captured by the public, instead of shooting our own.