To communicate our 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. The nation was asked to search their attics, wardrobes and garages for old photos that featured Cadbury products. The response was remarkable. Thousands of photographs were sent in, which were then displayed as part of our campaign on sites across the country.

Cadbury’s ‘Shot by Britain’ is a collection of real, nostalgic family photos that featured Cadbury products. It is Cadbury’s biggest out of home campaign ever and it wasn’t even shot by Cadbury. It was shot by the British public over 200 years.

We asked the nation to search their wardrobes, attics and garages to find them. 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.

Since the ‘Shot by Britain’ 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.