Cadbury Caramilk until recently was only available in Australia, where it garnered a lot of fame and a dedicated fanbase. The chocolate bar was so popular it was actually hoarded and rationed by certain shops Down Under.
In order to introduce the special sweet treat in the UK, Cadbury worked with VCCP to create the ‘Just Ask an Aussie’ campaign, which saw a series of interactive installations through the UK.
The campaign which was produced largely in house at VCCP combined traditional out-of-home advertising with an interactive live element to create a buzz around the new product.
Billboards set up in Birmingham, Manchester, and London featured the iconic Cadbury purple colouring, alongside graphics of the new Caramilk bar, and the prompt: “It’s amazing just ask this Aussie”.
We've worked with real-life Aussie mega fans and put them on billboards up and down the country ”
The three boards featured a seat where a real life Australian and Caramilk fan would sit, in order to be asked questions by passers-by. The campaign’s intention was to “capture and amplify the true spirit of Cadbury Caramilk”.
Jonny Parker, executive creative director at VCCP says: “Aussies have loved Caramilk for years. They love it more than their cat, or their phone. One even told us that they like it more than people.
“With 138,000 Aussies living in the UK, what better spokesperson to launch Caramilk than the Aussies themselves? We've worked with real-life Aussie mega fans and put them on billboards up and down the country to give Brits the chance to ask them what the fuss is all about.”
The billboards premiered at the end of September, with a digital Q&A also available via Instagram. The campaign was supported by a number of media partners including LADBible, Wildfire memes, and Carat & The Story Lab, alongside a variety of comedians and PR agencies.
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