Once a source of national pride, the British public had fallen out of love with the Cadbury they once held so dear. Since the Kraft takeover in 2009, the British press had constantly fed the narrative of a corporate giant making evil decisions and changing the recipe of Cadbury chocolate.

Originally Quaker owned, Cadbury’s success was built on generosity; democratising chocolate and creating Cadbury Dairy Milk, made with not only one, but one and a half glasses of milk.

We saw an opportunity for Cadbury to find new relevance by reminding people of the generous instinct within all of us, through our campaign ‘There’s a glass & a half in everyone’.